“A celebrity’s Weibo has more than 100 million views a year, and a large number of similar accounts in the comment area forward it; a certain TV series has 30.9 billion views in 33 days, and the highest one day is as high as 1.4 billion; It was revealed that the same theater played a 15-minute show... The problem of data flow fraud has become a chronic disease that plagues the development of the film and television entertainment industry."
statistics
havestatisticsIt shows that the global digital advertising market will exceed US$200 billion in 2018, of which more than 60% will be on the mobile side. As for China's digital advertising market, some data say that the volume of false clicks on advertisements is close to 40%. Traffic advertising is the general trend, and traffic fraud is inevitable. Advertisers and advertisers tacitly understand each other, and their cognition of data is more like a "secret that everyone knows", but they don't pierce the window paper.
But existence is not necessarily reasonable. Faced with the environment of false traffic, advertisers choose to inject water into the data for profit, and advertisers naturally hope to obtain real traffic. So, how to purify the traffic advertising ecology, realize "green traffic advertising", and save the increasingly fragile trust relationship between Party A and Party B?
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"Traffic" on the chain to combat false traffic
According to the official introduction of Ruilian Technology, Liulianmeng is a traffic interaction alliance belonging to small and medium-sized enterprises, based on the underlying technology framework of XBOLT and Fabric. The original intention of the Liulian League was to use blockchain technology to reshape the advertising traffic ecology and create a decentralized and trust-building traffic interaction alliance for small and medium-sized enterprises. Nodes can communicate traffic and advertisements with each other, and improve the authenticity and effectiveness of digital advertisements through e-commerce management of advertisement placement behavior.
Another very important point is that Liulianmeng hopes to rely on blockchain technology to change traffic, advertising platform data falsification and concealment, and provide real and effective data support for the realization of traffic.
In fact, to put it simply, Ruilian Technology uses the anti-counterfeiting and traceability features of the blockchain to put the traffic data of advertisers and advertisers on the chain, making the traffic data authentic and checkable. In this process, the Flow Chain Alliance uses a decentralized management mechanism to allow multiple companies to keep accounts together. After the data is uploaded to the chain, it cannot be tampered with or deleted. It supports enterprises to query by themselves. Inquire on your own. All advertising operation information is permanently entered into the chain and cannot be tampered with. Through the offline security model, the historical data is continuously scanned, and the behavior of traffic masters is found to be permanently recorded. Severe punishment will be imposed to increase the cost of cheating and fraud.
Not only that, Lianmeng also effectively guarantees data security through the following technical means:
All data has an attribution label EID, which can only be queried by both parties to the transaction;
Only click data and data related to unique verification of click devices are stored, without specific user information;
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XBOLT architecture with layered design
As mentioned above, the underlying technology of Lianmeng is based on the XBOLT technology platform. Next, let's take a look at how the XBOLT technology platform works.
XBOLT——BAAS consortium chain technology platform, developed by Ruilian technology research and development team, with the technical support of IBM (China) Research Institute, it took three years to build a closed-source blockchain underlying technology support platform, with Perfect function, high load, easy access and so on.
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Overview of Ruilian Infrastructure
interface layer
The interface layer mainly completes three functions: data synchronization, transaction data receiving interface and providing SDK interface calls.
The data synchronization function refers to the data communication interface between each alliance member node, which is responsible for synchronizing the ledger block data, block status and other information. Among them, the nodes (VP) participating in the consensus need to synchronize complete data and send data to other All nodes broadcast consensus confirmation information to generate new blocks. Only the minimum set of data is synchronized between nodes (SVP) that do not participate in the consensus, and the updates of the specified part of the block information required by the node are obtained.
The transaction interface is used to broadcast, send and receive block information between nodes.
The SDK provides a data receiving interface to the off-chain system for third-party system calls to perform data entry operations.
core layer
As the name suggests, the core layer is the main function implementation layer in the blockchain service architecture, including business mapping (smart contracts, etc.), consistency services (consensus services, etc.), data management, network services, and extended functions.
The data cache service in the business mapping service is mainly used to ensure the robustness of the service. All transactions in the blockchain service require confirmation between multiple nodes to take effect, and the efficiency is relatively low. In the case of service downtime, data loss, etc., when XBOLT receives relatively intensive transactions and other related data, it will cache the data after some simple legality verification before bookkeeping, and then gradually submit the node bookkeeping for actual into the chain. The cache can contain unconfirmed accounts, transactions, status and other information. The cache service provides a great guarantee for the robustness of the blockchain service, and can effectively prevent data loss, channel blocking and other situations.
Transaction management services, also known as smart contract services, provide programmable transaction processing and management mechanisms, which are the basis for the scalability of blockchain services.
By writing smart contracts, the incoming data can be further processed and monitored, and the data monitoring and subsequent operations can be packaged and written into one transaction to realize the automatic triggering smart contract mechanism.
The permission verification service is responsible for verifying the permission of the requesting party when the interface receives a transaction access request, so as to ensure that there will be no operations such as querying data without authorization, forging identities to store data, etc.
The data synchronization module in the consensus service is used to maintain the node data status and perform data synchronization with adjacent nodes to ensure the real-time and synchronization of node data. The main function of the legality verification module is to ensure the correctness of the incoming data format and to ensure that no wrong, repeated, or conflicting data will be recorded.
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Principle of PBFT Consensus Mechanism
extensions
All services other than the core layer in the XBOLT system are collectively referred to as extension functions, which are mainly used to realize the secondary processing and transmission of data in the blockchain, and provide data call and interaction functions between member units. Typical extension functions There is a combination of smart contract functions for data credit, or event response and data linkage across data owners. And data encryption, decryption, public and private key management and distribution combined with the data management layer.
base layer
The construction of XBOLT is inseparable from the support of the base layer. The base layer mainly refers to the computing layer (algorithm layer), such as using cipher machines, tokens and other mechanisms to ensure data security. Accelerated computing, etc. And the storage layer, such as the management of data such as secret keys based on TEE/HSM, and the optimization of ledger storage based on distributed technologies. and the network transport layer.
