Frequently Asked Questions

Do I need to switch entirely to Novum?

Novum can be used concurrently with your existing ad tech solutions. In fact, we encourage this as it allows advertisers to compare and objectively evaluate our performance.

Do I need to sign a long-term contract?

No. The only way we justify 100% client retention is through performance.

How much overhead would this require?

Running campaigns in Novum is as simple as running campaigns on Facebook. The difference being, in Novum you have a lot more visibility and control over your campaigns. And we don't ask you to trust our measurements. With Novum installed on premise, you collect your own performance data and pay according to your own metrics.

What problem is Novum solving?

The exceedingly intermediated ad supply chain leads to inefficiencies and a significant loss of money, data, and privacy:

1. Ad tech middlemen consume more than 70% of publishers' ad revenues.

2. Advertisers have little transparency into where their money is going and how their ROI is generated.

3. $35B will be lost on ad fraud in 2020 and the figures are growing.

4. Users have little knowledge of how their personal data are used and no control over their browsing experience and ad preferences.

Who are your competitors and how are you different?

Novum introduces two unique innovations to the ad industry that set us apart:

1. Direct ad serving providing complete transparency through first-party data.

2. Unique ad hashes guaranteeing accountability and control.

As a result, Novum is the only solution on the market that can offer computationally-verifiable targeting data, scalable real-time reporting, an order of magnitude lower commission, and an order of magnitude quicker ad serving speeds.

Most importantly, our protocol eliminates the majority of all known ad fraud attack vectors.

Aren't you upsetting most of the infrastructure providers in the ad industry?

Yes, we are, especially the bad ones. The reality of today's ad infrastructure is that it is riddled with middlemen who provide no real value. In fact, many of them provide negative value. They are a product of a broken system in which the lack of transparency and accountability were tolerated for too long.

However, there are many ad tech companies who bring unique inventory, data, formats, or bidding strategies to the market. Those, as well as any others who need to differentiate themselves in an increasingly commoditised space, can easily integrate with Novum and gain a competitive advantage.

Are you not just another middleman in the ad supply chain?

In order to bring scale to the ad industry, there will always need to be a technological solution meeting the supply and demand.

Novum charges up to 9% commission to do this. However, unlike any other solution on the market, there are no middlemen in the flow of information in our protocol, not even Novum. All data are collected directly by publishers and advertisers and cannot be altered or even viewed by any third parties. Using cryptography, we ensure that the targeting criteria of each advertiser are met and their ads are always served to the right audience.

What are the benefits for internet users?

The Novum Protocol guarantees privacy and full control over the users' browsing experience and ad preferences. Apps and websites will also load significantly faster and without disruptive or repetitive ads.

How does Novum combat ad fraud?

By providing unique and tamper-resistant IDs for all participants and ad creatives in the ecosystem, the Novum Protocol stores all important interactions on the Solana blockchain. Detailed private information about campaigns is still stored securely on marketers' servers, but the history of serving and modifying ads is stored forever in a distributed ledger that can be accessed by anyone. These innovations allow Novum to introduce for the first time a mechanism for self-hosting ads, allowing advertisers to combat ad fraud by relying on their first-party data instead of third-party data provided by intermediaries.

Ad fraud is a lengthy subject, more details can be found in Chapter II of our White paper.

Why is Novum focusing on contextual rather than behavioural targeting?

In today's advertising industry personal information is compiled, profiled, traded, and exploited in every possible way. This has pushed many users towards ad blockers.

In addition to this, the evidence against behavioural targeting is piling up as more research and empirical evidence is gathered on the topic.

To stop this trend from spiralling down, we have taken measures to ensure that users' personal information remains personal. Targeting is carefully calibrated to ensure a balance between data privacy and ad relevance. With Novum, advertisers use contextual targeting which is directly measurable and 100% verifiable.

For more information on how to target your campaigns, please watch our video tutorial on targeting.

What control do I have as a user over the ads I see?

Novum equips users with a comprehensive set of tools to control their exposure to ads. Thanks to our unique ad hashes, users can now quickly and effectively remove ads they do not wish to see. They can flag and block inappropriate ads from the Ad Quality Control icon at the top right corner of each Novum ad.

For those who wish to remove ads altogether, Novum is the first ad platform to enable users to bid against advertisers on equal grounds. All a user needs to enjoy an ad-free browsing experience while still supporting their favourite publishers is a wallet ID.

How secure are advertisers' and publishers' data in case of a breach?

The decentralised nature of the Novum Protocol means that there is no single point of failure or central database to compromise. Private data is only stored on your own servers and could not be accessed even if other servers on the network get breached.

The blockchain ledger of transactions keeps a temper-proof record of the state of the network so that all participants can easily get back in sync should they experience temporary technical problems.

Is the Novum Protocol GDPR-compliant?

Yes, Novum is fully compliant with the General Data Protection Regulation. No personal data is collected or stored by Novum and we don't use any cookies. We created tools that make it easy to check how ads are being targeted at users and to remove all ads from anyone's browsing experience. In addition, the Novum Platform allows advanced customisation of data processing and storing.

For more information on some of the measures we take to protect information, please read our Privacy policy.

How does Novum provide more accurate data?

The current ad tech ecosystem is heavily intermediated. Publisher data can change hands up to 20 times before reaching the advertiser. On this convoluted journey, valuable information is often lost, distorted, or inflated by thousands of different ad tech companies. This leads to significant discrepancies and lack of trust.

Our goal is to eliminate those middlemen and allow advertisers and publishers to transact more directly. For the first time advertisers are guaranteed accurate data by relying entirely on first-party metrics. They store all measurement data locally on their own servers and can quickly and easily verify metrics with publishers.

Why do we need a blockchain?

The application of blockchain allows us to:

  • Implement unique IDs for each ad, advertiser, and publisher. This provides user control, prevents double-spending inefficiencies, ensures a more efficient media buying process, and secures the direct ad serving process.
  • Reduce the complexity and solve the trust issue by replacing the current intermediary structure with a direct and computationally verifiable transaction channel between advertisers and publishers.
  • Store the decisions governing the ecosystem in a publicly verifiable ledger.

What is recorded on the blockchain and why?

Novum carefully combines blockchain with off-chain usage to provide scalability, minimise transaction costs, and offer transparency while maintaining a level of privacy.

Recorded on the blockchain are:

  • Unique Hash IDs (for accountability and ad fraud prevention).
  • Bulk settlement transactions between advertisers and publishers (for transparency and verification).
  • Voting results (for a tamper-proof record of all decisions governing the ecosystem).
  • Block lists (to ensure that abusers can no longer participate).

What is recorded off-chain and why?

Detailed information pertaining to the buying and selling of inventory between any two parties is stored off-chain to:

  • Ensure that any sensitive information such as media-buying patterns or monetisation strategies remains private.
  • Minimise the blockchain transaction costs.
  • Sidestep the current blockchain scalability limitations and facilitate the high-speed transactions of RTB advertising.
  • Automatically resolve disputes in the event of discrepancies between the data provided in on-chain transactions by advertisers and publishers.