Written by: Bryan Feinberg
Today I had the opportunity to speak with digital marketing pioneer, Gurbaksh Chahal, Founder/CEO of Gravity4, the world’s first A.I. big data marketing cloud and the upcoming release of their Lydian Token. Gurbaksh has an extensive track record of building successful adtech / data companies. By the age of 25, he founded two internet advertising innovators in Click Agents and Blue Lithium. Blue Lithium, which was sold to Yahoo for $ 300M led way to the creation of RadiumOne and subsequently Gravity4. There has been a common thread connecting each of these highly successful ventures that drives both the company’s innovation and proficiency in building great data driven businesses.
Gravity4 just introduced LydianCoin Pte Ltd. (“Lydian”), the company’s Blockchain subsidiary, and became the first marketing platform to offer advertising services to be paid in cryptocurrency. Gravity4’s marketing service will reduce ad fraud and maximize ad spend efficiencies. The platform’s fluid and constant in-stream of data is sorted into a semantic graph to form connection clusters, using the correlation variables. Through a single click, it empowers agencies and marketers to allow connected software to optimize a manually driven $200 billion global advertising market.
Feinberg: What’s Lydian’s biggest value for the crypto market?
Chahal: Lydian’s biggest value for the crypto market is its ability to immediately start paying for advertising services in a secure, transparent manner. Lydian will offer a utility-token that allows cryptocurrency-enabled purchasing of targeted, A.I. driven digital marketing and advertising services operated and under development by the Gravity4 Corporate Family. These tokens will be negotiated back to Lydian to obtain proven, market-tested software and services that leverage years of aggregated marketing placement and customer interaction data to maximize the effectiveness of advertising campaigns and disintermediate advertising by removing middlemen that raise costs and drain efficiency from digital marketing campaigns.
Feinberg: How do ICOs and companies operating in the crypto space advertise now?
Chahal: Well, we’re targeting new companies that have substantial cryptocurrency holdings, but that may be reluctant to liquidate large sums of cryptocurrencies into fiat to purchase services. We’re seeing the crypto community use old methods such as untargeted banner ads and because of the lack of options, not invest as much into marketing as they should.
Feinberg: It is a crowded ICO marketplace right now. Is Lydian different than most?
Chahal: Yes, Lydian is extremely different than most ICO launches and cryptocurrencies because it is the sole utility token that provides advanced digital marketing services to the Blockchain community powered by Gravity4 at scale and provide access to its future products. We expect LydianCoin to be the first utility token that provides companies the ability to market token sales and their products for customer adoption versus the current status quo of using fiat channels with archaic methods of targeting.
Feinberg: How does the use of Blockchain specifically combat ad fraud and transparency issues in the industry?
Chahal: Just like the word itself, Blockchain quite literally creates a chain of recorded events and information that is blocked from any alterations including deletions. One can clearly see that Blockchain has the ability to instantly eliminate the possibility for ad fraud by creating transparency space for all parties. Blockchain brings data security to the programmatic supply chain and creates a log of information through peer-to-peer networks that is traceable at every step of recorded events. By implementing this innovation, it becomes possible to begin to combat fraud from phantom advertisements that nobody ever sees as well as malicious ads that infect software upon interaction. Blockchain provides data that all parties have access to within a campaign and includes information such as impressions and audience segmentation. Now brands can buy impressions through real-time buying, then the impressions are encrypted and showcased to all participants. This aspect of permanency creates verification that had never existed before.
Feinberg: How has token presales gone so far?
Chahal: We actually just announced that Lydian raised $10 million in commitments in the first 72 hours of the token pre-sale. With the 25 percent discount available until November 20, 2017, each token is valued at $3.75. During the ICO, participants will receive a 20 percent discount on the date of issuance of the tokens, a 15 percent discount two hours after the date of issuance and a 10 percent discount 24 hours after the date of issuance.
Feinberg: Where do you see Lydian over the next 12 months?
Chahal: During the next 6-12 months, LydianCoin will forever change the cryptocurrency ecosystem and for the first time, provide a transparent and exclusive way for companies to pay for advertising services. We’ve already seen tremendous success in our pre-ICO sale with over $10 million sold in the first 72 hours. These sales are a strong indication that the ad-tech industry, and the greater ecosystem as a whole, needs a form of currency that is safe, secure, and easily accessible. We are very excited about what the future of Lydian holds and are enjoying the early success the pre-ICO sale has had.