DATx integrates blockchain based technologies with Artificial Intelligence and big data techniques to build an innovative advertising ecosystem which provides data privacy, security and transparency between data proprietors the users and the advertisers that utilize them, granting the users the right to gain control over the data they wish to provide as well as giving them appropriate incentives for providing data. In exchange, the advertisers become more efficient as they are able reach their target audience more accurately, creating a just and win win user advertiser relationship. Users tend to have little to no control as to what advertisements are shown to them. This serves as a big disadvantage on both the advertisers and users because this causes a decline in Return of Investment ROI and click through rate CTI. Furthermore, users give negative feedback on receiving advertisements that they are not interested in, tarnishing the image of advertising platforms and the advertisers.

Personalized recommendations have developed in the advertising industry recently and solved some of these problems, though not eliminating them entirely. This is due to a lack of user involvement in the advertising ecosystem. Bio: Guus graduated from the University of Hogeschool in The Netherlands, he is an expert in Affiliate Marketing, Social media, SEO, PPC, PPV, online promotion areas. He served for DotC United Group for over 3 years and now is the current COO of Avazu Europe /NA/Latam, before that, he was a Sales Director of the EU area of iQU. Guus devoted his efforts into Creating a perfect connections between gamers, publishers and advertisers and try to earn more robust marketplace for online games.

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