Experience-Based Decentralized Marketing and Advertising (Ex-Mad): A Blockchain Framework for Transparent and Fair Digital Campaigns

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dc.contributor.authorAyberkin, Doruk
dc.contributor.authorÖzen, Üstün
dc.date.accessioned2026-09-01T15:48:04Z
dc.date.available2026-09-01T15:48:04Z
dc.date.issued2026
dc.departmentBayburt Üniversitesi
dc.description.abstractThe contemporary digital advertising ecosystem faces critical technical and operational challenges, primarily driven by centralized intermediaries, data opacity, and privacy vulnerabilities. To address these systemic issues, this paper proposes "Ex-Mad," a decentralized architecture leveraging blockchain technology and the Interplanetary File System (IPFS). The proposed framework integrates three core architectural layers: the user entities (advertisers and end-users), the blockchain ledger for immutable transaction recording, and IPFS for distributed content storage. Unlike traditional centralized models, Ex-Mad utilizes smart contracts to automate campaign management and enforce trustless interactions, ensuring verifiable reward distribution based on user contribution without third-party validation. Furthermore, the integration of IPFS optimizes on-chain storage costs by handling large media files off-chain while maintaining data integrity through cryptographic hashes. The system design enhances auditability through a tamper-proof ledger, eliminates single points of failure, and provides a technically robust alternative to current ad-tech intermediaries. This study demonstrates how the proposed architecture improves system efficiency, reliability, and cost-effectiveness in the digital advertising domain. © 2026, TUBITAK. All rights reserved.
dc.identifier.doi10.31202/ecjse.1843205
dc.identifier.endpage219
dc.identifier.issn2148-3736
dc.identifier.issue2
dc.identifier.scopus2-s2.0-105037829148
dc.identifier.scopusqualityQ3
dc.identifier.startpage206
dc.identifier.urihttps://doi.org/10.31202/ecjse.1843205
dc.identifier.urihttps://hdl.handle.net/20.500.12403/8363
dc.identifier.volume13
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherTUBITAK
dc.relation.ispartofEl-Cezeri Journal of Science and Engineering
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_Scopus_20260820
dc.subjectBlockchain Technology
dc.subjectDigital Advertising Architecture
dc.subjectDistributed Systems
dc.subjectIpfs (Interplanetary File System)
dc.subjectSmart Contracts
dc.titleExperience-Based Decentralized Marketing and Advertising (Ex-Mad): A Blockchain Framework for Transparent and Fair Digital Campaigns
dc.typeArticle

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