eyeo Collaborates with Fractal - a Blockchain Platform

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eyeo Collaborates with Fractal - a Blockchain Platform

CFO Tech Outlook | Friday, April 09, 2021

This collaboration will bring together eyeo's newest product, Crumbs, which provides a non-tracking web experience. Fractal's tried-and-tested technology focuses on data verifiability while allowing data ownership and privacy.

FREMONT, CA: eyeo, the pioneers in establishing a long-term value exchange between advertisers, publishers, and web users, has announced a strategic research partnership with Fractal, an open-source protocol for securely sharing ad-relevant data. Both organizations will collaborate on the research and creation of a new open-source data-sharing standard.

Rotem Dar, Director of Media Operations at eyeo, states, "It is clear that our online selves are getting closer to our physical selves, a process that will only accelerate in the upcoming years, and one that a lot of us are wary about. Especially now, we have to continue our mission at eyeo of empowering users by putting them in control of a fair and profitable web, where they feel safe with their data. Fractal's vision aims for similar user empowerment and we can't wait to see its progress."

This collaboration will bring together eyeo's newest product, Crumbs, which provides a non-tracking web experience. Fractal's tried-and-tested technology focuses on data verifiability while allowing data ownership and privacy.

Julian Leitloff, Founder & CEO of Fractal, says, "We are thrilled to work with eyeo and industry pioneers such as Rotem Dar and the wider eyeo team. With a shared vision of democratizing data and giving users more control of their privacy, this partnership represents an opportunity to create a level playing field for data availability in the ad industry. We look forward to learning from eyeo and building solutions that could be used by eyeo's impressive user base, as well as the rest of the web."

eyeo will help Fractal develop an open-source protocol for sharing information online based on blockchain and safe. The protocol will allow data to be verified while maintaining user privacy and data ownership. The two firms will also contribute to the research and creation of a new, universally agreed industry-standard to regulate data sharing and break down proprietary data silos. The web will continue to evolve. A more purposeful architecture for data and value exchange will be part of that evolution, built to ensure equal use for all parties involved.

For customers, this means having complete control over who has access to their personal data and under what conditions. When the user no longer wants to share their details, they may simply revoke access. The protocol that eyeo and Fractal are working on will provide a viable alternative and secure value mechanism for advertisers and publishers, ensuring that the content we all profit from is properly incentivized and the web remains a free, open location.

With rising user desire for improved privacy and data ownership on the one side and online content's dependence on ad monetization on the other, Dar and Leitloff believe there is a genuine opportunity to improve the way data is collected, processed, and used by the online economy participants. According to Leitloff, "this change in user expectation surprisingly resonates with the aspiration of media buyers to have the same level of transparency and trust over the data they execute their strategy on, benefiting all parties."

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