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User data, which has become very valuable for advertisers and publishers, may now become valuable to the one remaining stakeholder.

That is, to users themselves.

This week, SRAX (formerly Social Reality, Inc. and pronounced “serrax”) joined the efforts to make that happen. It has started internal testing on a blockchain-based consumer data management and distribution system. A closed beta is expected within a month.

Founded in 2010, the LA-based firm has previously operated a supply-side platform, a data management platform, a social content management tool and a marketing and ad platform.

Called BIG (for Blockchain Identification Graph), the new platform offers a mobile app and a website app for consumers.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.



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