Background:

In digital advertising, not all traffic is of good quality. Industry association uses GIVT (General Invalid Traffic) to refer to a typcial category of invalid traffic which can be defined by a list of data in combination with certain behevior patterns.

The key to define GIVT is a set of IP address black (block) list, whitelist, mobile device ID blacklist, bot and spider user agent list. This challenge focus on building a collaborative GIVT List (IP address and mobile device ID), utilizing blockchain technology and consensus mechanism design to coordinate muiltiple parties' efforts.

The Challenge:

MMA APAC members, over 500 companies in APAC region, intended to build a collaborative database (GIVT List) to define what should be considered invalid traffic and then using this database to filter advertising traffic and results so as to achieve better advertising results and effective cost saving.

The solution is expected to be a system built on enterprise blockchain solution such as Enterprise Ethereum or Hyperledger Fabric. Feature requests:

• Process input from hundreds of companies (nodes of this system)
• Periodically (e.g. hourly, daily) generate censensus results of IP address blacklist、whitelist (and mobile device ID blacklist etc, which follows the same mechanism)
• A voting mechanism to decide what data should go into the data list and what data should be removed from previous version of data list
• The output data list should be stored in a blockchain system and should be decentrialzed and no single node (member) can modify the results without going through consensus mechanism

Assumptions:

• Each member company of this blockchain system will provide a server to run its own node
• Each member company have equal rights in voting
• Each member will submit data to the system from time to time, could be daily or weekly, some may submit data in an ad hoc fashion.
• The data from different companies are of of verious level of data quality and quantity. Not all data will fit the definition of GIVT, therefore a mechanism to count IP address, mobile device ID and use the number of appearance in multiple submition as a proxy of vote. E.g. if IP address 118.118.118.118 appeared in 3 companies submition, this IP address receives 3 votes to get into the database.
• Assuming there will be memership validation process before they can join and setup their own node, the majority node of this network will not initiate attack on the system by submitting low quality data to pollute the database. But as limited by technology capability and data scale or mistake, members will sumbit wrong data accassionally. The system's consensus mechanism should be robust enough to handle certain level of attack.

Specificaitons:

• Data input: list of IPv4 addresses, list of mobile device ID (AAID and IDFA in raw format, lower-case) .
• Each batch of IPv4 addresses or mobile device ID submission is expected to be upto serveral million, depending on each members' GIVT detection capability and business scale. Submission of a couple of thousands or a couple of millions are all normal.
• The solution is preferable to be based on Enterprise Ethereum, the entire system is expected to run with limited centralized managment, which should be limted to the membership approval and other features that must be contralized.
• The out put of this system is a list contains IPv4 addresses that is collaobrative voted as blacklist (same as applies on mobile device ID)

Reference:

A solution, DIF (Distributed Invalid Traffic Filter) to a similar problem is available for reference on Github:https://github.com/tagphi/dif-client

Build a consumer driven marketplace referred here as an interactive marketplace since al the players in the system may interact for example the marketer , the channel, the media, , the vendor, and the end user.

It will be a community driven platform which lists the players involved in Mobile Advertising and marketing in Asia , build a digital interactive platform which thrives on listing done by users including the platform and service providers who could list themselves up and could get reviewed by marketers who have used the various services provided by these service providers.

The marketplace will be design to be a multi platform-classified marketplace for end user to learn the various player in the industry /segment and to be able to pull together a solution between them

The platform, built exclusively for MMA would allow users them to understand the full services that a particular vendor provides.

The interactive platform could be a one stop platform for all the marketers and consumers and will allow them to choose the best service providers in the category

This platform will maintain the latest ecosystem map of all the various service provider in the marketplace.

The demonstration of the listing should be in a matrix form with all the details pertaining to it, just a click away.

Participants are expected to come up with an interactive directory listing of these service providers, which will largely help in keeping a track of the marketing industry, the directory must have the interactive mapping of each entity.

The objective of the project is to choose and application that will help conduct an user experience that is easy to use and navigate . it should have a provision to practice primary search, and have a journey map thru the design to explore the entire tool:

• User experience from start to end should incorporate selection create to add or shortlist any parts of the marketplace to customise ones own ideal solution between various part of the ecosystem.
• Design thinking to design doing
• Creating account is mandatory
• When listing the company, users are required to fill in mandatory fields, the indicator of mandatory fields
• New Category within the ecosystem can be added by the user , subject to approval by MMA
• Promote listing as a feature
• Sorting listing should be category, alphabetic and country wise etc ; filters for sorting to eb provided.
• Search to be enabled
• Key focus to be given to:
  • User Interface / In app experience
  • Boosting and promotion
  • Rating system
  • Featured listing

THE CHALLENGE:

Vanish aims to launch an online platform, which can become the ‘go to’ platform for all consumer laundry woes, tips, ideas, hacks etc.

The main challenge for you is tounderstand consumer behavior online with respect to laundry care (through search behavior, other metrics) and:

• Identify what form the platform should be in
• What are the topics / content it should have
• What should be the strategy of continuously updating the content?
• How should the brand generate increasing traffic to the platform?

Basis the above, the team would have to:

• Design a rough outline of what the platform should look like
• Define measurable KPIs and targets

PRIMARY TARGET AUDIENCE:

Women aged 25 to 44, from affluent backgrounds (NCCS AB), who spend a considerable amount of time online everyday.