Google is the centralized market leader of web search services, and have accumulated a monopolistic level of power in their field. To advertisers and partners they are gatekeepers.

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Like centralised banking systems with fiat currencies, they define and control the value of information, in addition to the distribution and management.

By diversifying their core functions and expanding the horizon of their technological developments; Google broadened the volume and range of their prime assets; public and private data. They haven’t, however, managed to improve the depth of their data.

Meanwhile, the company’s dominance of the search engine sector has correlated with a stagnance of innovation in the market. This may be due to a lack of competition, or of incentive.

Disrupting Search Engines with Innovation

Bitclave is an innovative new crypto-platform which aims to disrupt the status quo of search engines by spurring innovation within the industry on various levels.

In short, it is a decentralized blockchain platform which encrypts and anonymises user data and rewards them for sharing it with select partners. These partners can then market their products or services using this independent platform, directly to specific customers based on this information.

This brings us to the first area of advancement which this ‘Active Search Ecosystem’ pioneers…

  1. Peer-to-Peer Advertising

At present, the top results of most searches performed through top search engines are populated by adverts. Businesses and search users are secondary priorities when compared to the profit margins sought after by a search engine which takes on the role of ‘advert seller’. This is reflected in extortionate fees and inflated value put on user data – charged to the advertisers. Furthermore, market leading search engines have been called out in the past for subverting advertiser expectations due to conflicts of interest.

There is also no incentive for customers to share their data with these search engines; and more importantly no incentive to not ignore, or outright block the advertisements that are presented to them.

Bitclave cuts out the middle-men by allowing businesses to sell their advertising directly to search users. By way of an offer based ecosystem, users can opt-in to provide certain personal data to select partners who, if presented with an advert from a matching business are rewarded by way of proprietary tokens (CAT).

This gives more power to both advertising businesses and search users, whilst also opening up direct means of communication between the two parties. It also offers a brand new approach to advertising which will spur innovation – particularly when considering high value products such as cars and houses.

  1. Open Platform for Web Search, on a Decentralized Blockchain

The accuracy and efficiency of the various algorithms which influence the core functions of internet search platforms is widely disputed. This is not helped by the fact that they are changed and updated on a continuous basis – some of the worst offenders being self-learning.

This comes hand in hand with the lack of transparency from market leaders. There are no external audits for quality or susceptibility to user abuse / company bias with regards to such algorithms.

As a decentralized blockchain based open platform, Bitclave is inherently more transparent in their operations. Assertions and transactions made by third parties and users can be stored and encrypted on this blockchain.

Furthermore the results are not controlled directly by the platform itself, but sourced from several third party specialists who are verified and audited on a regular basis.

All of the code behind the Bitclave Active Search Ecosystem is open-source, and viewable publicly. Anybody can take, adapt, and improve upon the code; or adapt it for their own uses – overall contributing to the overall development of search engine technology.

  1. Qualitative Data Analytics & User Control over Privacy

The unique qualities of Bitclave’s P2P advertising system are based on, and contribute to a similarly bespoke set of data and metrics.

Users are expected by corporations such as Google and Facebook to share their browsing data by default. It is usually promised to be anonymised as metadata, however the ability to not share this data is often not present or difficult to access on such sites.

Metadata in itself, as such, does not provide particularly in-depth insights into the customers it represents. Its intrinsic value is in quantity, and helps advertisers to target predicted audience segments based on their browsing history.

On the Bitclave platform, the depth of information gathered about any particular individual is controlled by the user in an opt-in basis. They can allow as much or as little information to be provided to advertisers, which will in turn facilitate better targeting of the individual for advertisers based on qualitative trends and insights.

More about Bitclave

For more info about Bitclave, the coin value, and the prowess of it’s developers as well as more technical details – check out their website, market cap, or social media (Facebook / Twitter). Their alpha is also available now, acting as a real life proof of concept.

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The writer of this post is a guest. Opinions in the article are solely of the writer and do not reflect The Merkle's view.