Five Minute Blockchain – No. 47
Estimated reading time: 5 min 28 sec
QUOTE OF THE WEEK
The future is already here. It’s just not evenly distributed yet:
“It always amazes me how much of Fintech (let alone defi) boils down to giving Americans things that the rest of the world took for granted in the 1980s but the US banking system can’t handle.
Crypto influencer: “imagine if you could do money transfers quickly and cheaply!!!” Most of the rest of the world: “we don’t have to imagine.”
Benedict Evans (Twitter)
AI detection model built for educators
There is already a service allowing teachers to check whether texts have been written by AI software. It’s called GPTZeroX. A demo can be seen on Twitter.
The software allows for checks on texts where AI and human writing are mixed. Portions which AI most likely created are then marked.
Advice on how to report about AI for journalists
Two scientists have prepared an overview where journalists (and everyone else) should be careful with claims and speculation about what the new generation of generative AI might evolve to.
“We noticed that many articles tend to mislead in similar ways, so we analyzed over 50 articles about AI from major publications, from which we compiled 18 recurring pitfalls. We hope that being familiar with these will help you detect hype whenever you see it. We also hope this compilation of pitfalls will help journalists avoid them.”
Google rushes to counter ChatGPT
Google is preparing its own generative AI services. The company had an all-hands meeting where employees were concerned about the sudden popularity of OpenAI, which Microsoft backs. The head of AI at Google argued that there is currently a “reputational risk” when providing false information.
One tool currently being tested is a chatbot called “Apprentice Bard”, based on LaMBA (Language Model for Dialogue Applications). Google has developed this model.
In addition, Google invested $300 million in an AI start-up called Antrophic. The company has developed a chatbot called “Claude”.
A broken promise in the Philippines
“Lyka, a social media app operating in the Philippines, amassed users by awarding them tokens they could spend in real life. When the Philippine central bank suspended the app, users and merchants were left stranded”.
Rest of World has an interview with the company’s CEO, who plans to restart the app. The article provides a glimpse into non-EU and non-US markets and how trust, content & payment elements are handled elsewhere. The patterns are similar, but the stories are always different.
Rest of World
New York Times article: “My Watch thinks I’m dead”
Apple watches have a feature to automatically alarm rescuers in case of an accident. What could go wrong? Well, the Apple watches seem not to be calibrated well enough. The current generation can not distinguish between a “bump” from an accident or a jump while skiing down a slope. As a result, rescue services are getting several emergency calls and finding the watch owners without any issues.
New York Times ($$)
Netflix has started rolling out new rules to prevent password sharing outside of the household
Netflix wants to reduce the number of people watching through password sharing. In the future, devices will have to log in to a local Wifi associated with an account at least once per month. Rules are not final but already draw considerable criticism – e.g. from families with two locations, e.g. after a divorce.
Kids are hooked to YouTube everywhere
If you have kids, you will be familiar with a constant debate about screen time on mobile phones, iPad or TVs. Studies now show that kids’ channels are the highest earners for YouTube.
“Data suggest that many children are watching a lot more than that, however: up to six hours per day for American children aged 8-12, and more for teenagers. The most popular global YouTube sites, meanwhile, like CoComelon and others that feature nursery rhymes, songs, animals, and babies, are aimed at very young children.”
“Content for children tops the YouTube earnings charts in North America, most of South America, Russia, Sweden, Germany, Portugal, and much of Central and Eastern Europe, Jordan, Israel, India, Indonesia, Thailand, Mongolia, Australia, Turkey, and Kazakhstan. Only in much of Africa do kids’ shows not figure as the most lucrative channels on YouTube. Globally, children’s channels are more popular than gaming channels or those devoted to How-To videos, general entertainment, comedy, or animals, some of the other most popular types of content.”
A big question is: What amount of screen time is healthy for kids 8-12 and younger? Data from the US suggests that kids watch up to six hours daily.
Damus, a fast-growing Twitter alternative, has been pulled from Apple App Store in China after two days
The app uses a distributed network protocol called Nostr. Ironically this platform has been financially backed by Jac Dorsey, formerly CEO of Twitter.
Complaints about illegal content on Damus led to a ban on the app store just two days after approval by Apple.
Apple has 935 million subscriptions
Apple missed the revenue target in the most recent earnings report for Q4 2022. The company attributed the decline to supply chain problems and manufacturing. One area of the business is still growing strong: Subscriptions.
iCloud, Apple Music, Apple TV+, Apple Arcade, Fitness, Pay, etc., generated more than 20 Billion US-Dollars last quarter. Groth of the App Store subscriptions was double-digit, Apple said.
Enterprise blockchain use cases gaining adoption
This links to an excellent white paper/analysis of the gradual evolution of blockchain technology towards wider adoption among governments and enterprises. Notably, in almost all use cases without digital currencies.
“Governments, business entities, and organizations have been pursuing blockchain technology to meet their unique needs, which seldom involve digital currencies. Blockchain technology is secure, traceable, immutable, and transparent across distributed networks. These traits make it a good fit for use cases that are hard to underpin using traditional infrastructure.”
After the loss of reputation and trust, what’s next for crypto?
A good quote to separate two areas of blockchain application:
“One key lesson of 2022 is that “money crypto” and “tech crypto” need to be treated differently. Money crypto in this context includes crypto-financial services such as custody, exchanges, market making, investing and lending. And tech crypto includes open-source, public permissionless innovation such as blockchains, decentralized finance (DeFi), non-fungible tokens (NFT), Web3 gaming, wallets, tools and infrastructure. Financial stability and consumer protection failures in crypto did not arise from the failure of technology, but the failure of oversight and controls.”
Charlie Munger of Berkshire Hathaway suggests banning crypto
Charlie Munger has never been a fan of cryptocurrencies. This week he urged the US government to ban crypto, similar to China.
“A cryptocurrency is not a currency, not a commodity, and not a security. Instead, it’s a gambling contract with a nearly 100% edge for the house”
eBay is hiring NFT experts for KnownOrigin marketplace
“Most of the jobs are based in Manchester, United Kingdom, but some mention hybrid working environments.”
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August 12, 2022• Issue No. 37
Five Minute Blockchain
Welcome to a new edition of the TruBlo newsletter. We are funding 45 early-stage blockchain ideas to explore new options for “trusted content on future blockchains”. A list of all TuBlo projects is here: https://www.trublo.eu/projects/Our main question for the selection of news and links below: How is the field .of blockchain, content and trust evolving?
Updates this week:
Estimated reading time: 4 min 5 seconds
US authorities on the hunt for Conti ransomware gang
U.S. authorities have named five members of a ransomware gang called Conti. There are rewards of up to 10 million US-Dollar for information leading to an arrest.
“The State Department said Conti has carried out over 1,000 ransomware operations targeting U.S. and international critical infrastructure, including law enforcement agencies, emergency medical services and 911 dispatch centers”.
Trust, transparency and reliability are keys to Web3 success
“A Web3 world that removes traditional “middlemen” in favor of decentralization has the potential for creators and regular end users to gain more control over their data — but only if issues around digital trust, transparency and reliability are successfully addressed.”
Mastercard survey: Awareness of crypto is high, but the industry needs to rebuild trust with consumers
Some data points from research by Mastercard:
- Crypto payments are rising in popularity across the globe. 93% of those surveyed have heard of cryptocurrency
- 41% have done at least one crypto-related activity in the past year
- Consumers are still looking for more stability within the industry
Data ownership redefines the relationship between artists and fans
“Over the course of the past two decades, Grammy Award-winning DJ, André Allen Anjos (also known as RAC) has noticed a growing trend. ‘There’s been a trend since 2005 in the MySpace era, and all of that has been a trend towards sovereignty of an artist, of putting the artists on top,’ he says.
RAC is an advisor to Audius — a decentralized music streaming platform that raised $5 million last September from big names including Coinbase Ventures and Pantera Capital, along with popular artists such as Jason Derulo and Katy Perry.
Facebook loses appeal to teens, study says
“Gen Z internet use is on the rise, but the rate at which teens use Facebook is rapidly declining. A Pew Research Center study on teens, technology and social media found that only 32% of teens aged 13-17 use Facebook at all, but in a previous survey from 2014-2015, that figure was 71%, beating out platforms like Instagram and Snapchat.” (Source: TechCrunch)
The most popular social network is YouTube
Pew Research Center
Ethereum merge may be coming sooner than expected
The merge is now expected for September 15 or 16, 2022.
Background: “The Merge is set to transition the second-largest cryptocurrency Ethereum to its next phase (formerly known as Ethereum 2.0) as the network’s entire blockchain moves to a new system which proponents say will make it more efficient, sustainable and scalable.” (Source: TRT World).
Ethereum usage prices levelling out even before the merge
Costs for transactions and on-chain use on Ethereum are levelling out, as Coinbase reports. One reason: Lower usage, which results in lower demand.
Tornado Cash website goes dark after sanctions by U.S. Treasury
Background: “Tornado Cash is an open-source project that enables people to shield their transaction histories from public view. The U.S. government alleges it is also a service that was used to launder more than $7 billion worth of ill-gotten gains since 2019, including by North Korean hackers.”
On Friday, August 12. the Tornado Cash website was no longer reachable. Similarly, the Discord channel. Before Tornado Cash had been sanctioned by the U.S. Treasury on Monday this week. According to crypto news websites, all “American persons are barred from interacting with the open-source protocol”. (Via Coinbase)
Another view from David Gerard:
“Transactions on the Ethereum blockchain are completely traceable. Any transaction anyone ever made on Ethereum can be traced, all the way back to the launch of the project in 2015. Transactions are pseudonymous — but many users have been identified after the fact. Tornado Cash is a mixer — an Ethereum smart contract program that you can use to break the traceability of transactions on Ethereum. This is for privacy. Tornado Cash accepts deposits of ether (the currency on Ethereum) from one address and enables you to withdraw the ether from a different address. The smart contract works as a pool that mixes all deposits, using zero-knowledge proofs.” (Via David Gerard).
In Amsterdam, authorities arrested a Tornado developer.
Tornado DAO discusses legal avenues after being sanctioned (via The Block)
Study: Number of people working in the blockchain industry up by 76%
“The number of people working in the blockchain industry went up by 76% year-on-year as of June 2022, a study undertaken by the professional networking platform Linkedin and the crypto trading app OKX has found. The study also found there is “a large gap in demand for technical talent in the global blockchain talent pool.'”
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Photo by Pawel Czerwinski on Unsplash
Average reading time: 12 min (2494 words)
Photo by Visual Stories || Micheile on Unsplash
You heard about Bitcoin, Ethereum, maybe Dogecoin. But are you familiar with Litecoin, Cardano or Polkadot? Because there are so many different coins, the entire field of cryptocurrency is quite confusing. As of November 2021, a total of 7,000 crypto coins exist. If you want, go to Coinmarketcap, the website keeps track of them.
Why so many? Do they all need a lot of energy, like Bitcoin? Who creates them? Who might be using them? And: Why are some coins rising in value? Why are others worth nothing?
Essential points covered in this article:
First, we define what a crypto coin is. Then we talk briefly about technological basics like an overview of coin creation.
Secondly, we look briefly introduce some coins to show different features. On our list are Bitcoin, Ethereum, Cardano, Polkadot, Bitcoin Cash, Stellar, Binance Coin and finally, two “meme coins” called Dogecoin and Shiba Inu.
First, the basics:
What is a cryptocurrency, a crypto coin or a token?
A cryptocurrency is a form of digital money. One unit is described as a “token” or a “coin”. In this article, we will stick to the word “coin” for simplicity. It is possible to exchange a coin for services or goods. Every coin has a value. Most coins, even Bitcoin and Ethereum, started with very low values. The information about transactions with the coins is kept on a blockchain. A good comparison of a blockchain is the ledger of a bank account. The information is encrypted, the data is decentralised. There is no single authority.
Why do you need a coin? A simplified example: You may want to buy an item in a game. The game only accepts a particular coin. You would then have to either earn this particular currency or change real money into such coins. The process of making coins is often called mining.
What is a protocol?
Every cryptocurrency is based on software. For every coin, there is a protocol. The protocol is the underlying software, and it defines the rules for the blockchain and the coins. For example: How to add a new coin or what the value is. Further, the protocol can define how many coins can be created and the creation mechanism. Here is an initial, partial answer to why there are so many coins: Every protocol has different rules, every protocol can have a new coin. The features of a protocol are an essential factor in whether it will become popular and used by developers.
But besides these fundamentals, there are some universal reasons for the boom in crypto coins since 2013: These are (a) speculation, (b) ICOS or Initial Coin Offerings and (c) innovation.
Speculation: Bitcoin and Ether were worth almost nothing for several years. But since 2017, the value of both has risen, creating several thousand millionaires and even billionaires among early adopters. As of 2021, many new users are drawn into crypto because coins promise to rise in value over time. There is huge volatility, though. And the whole development might result in the boom-and-bust cycle in the next few years.
ICOs: The word ICO is short for “Initial Coin Offering”. Between 2013 and 2018, there was a boom of blockchain projects with a specific pattern: For example, one project would propose to create a new social network, such as a decentralised competitor to Facebook. To start such a software platform, they needed funding, of course. In an ICO, a project would offer “coins” to people who would buy them just like investors in a more common IPO (Initial Public Offering). While you would have to grow a company for many years to be ready for an IPO, an ICO is similar, but at the very start of a project. Many such ICOs collected money this way, but they did not reach their goals in terms of software development. Often early investors lost their stakes. The ICO boom lasted for about two years, from 2016 to 2018, followed by a bust. But during this period, a lot of people learned how to do this.
Innovation: Innovation is a significant driver. Blockchain is still a new technology. Many people in this field hope for a better world through decentralised finance. When Tim Berners-Lee invented the web, it offered the new option to link one bit of information to another. A future blockchain-enabled web might have “links” that are even more powerful, which can be verified and used for all kinds of transactions instantly and at low costs.
In the final part of this article, we detail some popular coins and how they are different:
Bitcoin was invented as a way for people to send a payment across a network, securely and semi-anonymous, without interference or control of a central authority. Bitcoin is the oldest and best-known cryptocurrency and the biggest by market value.
“Bitcoin is a digital currency which operates free of any central control or the oversight of banks or governments. Instead, it relies on peer-to-peer software and cryptography. A public ledger records all bitcoin transactions and copies are held on servers around the world.” (New Scientist)
Bitcoin started in 2009. From the start, the total supply was limited to 21 million coins. So far, about 18 million are already mined. But not all of those are used because a certain amount of Bitcoins is considered lost. The owners have forgotten about them or have no access anymore because they lost the passwords to open them.
Because of the limited number of coins, Bitcoin is labelled as “digital gold”. There is a speculative expectation that demand will keep the value stable. After a slow start, it started to rise. Since 2009 the value of one bitcoin has risen from barely above zero to over $65,000. https://www.coindesk.com/price/bitcoin/.
There is no real-world value backing Bitcoin or the other cryptocurrencies real-world value. A government does not back them. Instead, the value is determined mainly by supply and demand. Regularly some experts warn about a financial bubble caused by the current speculation in these coins. On the other side, many common currencies are not backed by real value, too – it is a matter of trust that we all agree that one Dollar or one Euro is worth a certain amount of goods or services.
The process of finding new coins is called mining. A miner must find a specific number to do that. Getting the number means having to use high-performance computers. If the solution is found and verified, the miner can add a new Bitcoin to the chain. This process is called Proof-of-Work (PoW). Miners get paid for their work. For Bitcoin, the process of mining automatically becomes harder. One effect of this is the rising use of energy by miners. The University of Oxford tracks the energy consumption of Bitcoin and has a global mining map.
Ether is the coin used by Ethereum and is considered a Bitcoin alternative. The creators introduced the option to create “smart contracts”. This one feature is the main reason why Ethereum is very popular. Not all, but many decentralised finance projects use Ethereum.
A “smart contract” is simply a piece of code that is running on Ethereum. It’s called a “contract” because code that runs on Ethereum can control valuable things like ETH or other digital assets. A smart contract will define specific rules. If the rules are fulfilled, the “contract” will execute automatically. This way, all participants can be sure that a given transaction will be completed, even if the participants do not know each other or cannot trust each other.
Ether is the second most popular cryptocurrency, but total market capitalisation is less than Bitcoin. Trust is created through the blockchain and the smart contract; the participants trust the network, even if they do not trust the other party in exchange. Like Bitcoin, a new Ether coin is mined. https://ethereum.org/en/developers/docs/consensus-mechanisms/pow/mining/ To reduce the energy needed to create a new block, Ethereum has been working on an update to the software, which will change the approach to mining. The principle will change from Proof-of-Work (the process used by Bitcoin) to Proof-of-Stake (which strongly reduces the energy needs).
Litecoin was launched in 2011 by a former Google engineer. Litecoin is in some ways comparable to Bitcoin. Some people describe it as the “silver to Bitcoin’s gold”. Key differences are: It is easier and faster to generate a new block in comparison to Bitcoin. On the Litecoin homepage, the approach is positioned as “the cryptocurrency for payments”. https://litecoin.org
So here is another partial answer as to why there are so many crypto coins: Firstly, it is not overly difficult to create a new one. Secondly, the creators might have a good reason to do so. Litecoin, as the name implies, aims to simplify things that are more complex with older coins. The value of any crypto coin depends on two main factors: Whether developers are using them in their applications and whether any merchants are accepting them as payment. As of November 2021, Litecoin has a market capitalisation of $14 billion and a per-coin value of $200. https://litecoin.org
This alternative coin was started by a co-founder of Ethereum, who left the former project because of different views on how the technology should evolve into the future. Today the project is further developed by a group of scientists and developers. Members of the group have published multiple scientific articles to secure users’ trust and make the right decisions on how to structure Cardano.
Cardano uses a so-called “Ouroboros proof-of-stake”. (Yes, all these words and concepts are not easy to understand. ) Ouroboros is the name of a family of consensus protocols, enabling the creation of permissioned and permissionless blockchains. The Cardano project states: “A proof-of-stake protocol that provides and improves the security guarantees of proof-of-work at a fraction of the energy cost. Ouroboros applies cryptography, combinatorics, and mathematical game theory to guarantee the protocol’s integrity, longevity, and performance and that of the distributed networks that depend upon it.
Recently an article on Motley Fool labelled Cardano as a potential “Ethereum killer”, based on the assumption that the research-based approach will lead to long-term benefits over Ethereum. Cardano is currently preparing to launch smart contract features on the platform. Website of Cardano
Polkadot has a great (easy to remember) name. It is a protocol designed to enable interoperability between different blockchains. Differences between blockchains can be whether the process is permissioned or permission-less. Because there are differences, Polkadot can act as a translator.
A second reason to use Polkadot is the concept of “shared security”. New blockchains are, in general, more accessible to attack than older, larger chains. The larger a chain gets, the more complex it would be to “overtake” it and forge transactions. Here Polkadot helps new projects by allowing them to start while “sharing” the security of the older network. Like with Cardano, the creator of Polkadot was an early member of the Ethereum team. The Polkadot project homepage is here.
Bitcoin Cash (BCH)
We already saw that the early team members of Ethereum left that project to start with new approaches. Something similar happened between Bitcoin and Bitcoin Cash. Because the whole concept is relatively new, debates on letting the underlying software evolve are common and valuable. If there is no agreement, there are two options: Start a new project. Or, as in the case of Bitcoin Cash, perform a “hard fork”. The old chainstays, a new chain starts. Bitcoin cash came into being this way in 2017, primarily based on some changes designed to make it more scalable. Bitcoin cash currently has a market capitalisation of $10,5 billion, considerably less than Bitcoin.
Stellar is a specialised blockchain designed for use by large banks. “Stellar is an open network for storing and moving money”, is the description on the project’s homepage. The main goal is to simplify huge transactions of (traditional) money and make them cheaper. The coin of the Stellar network is called Lumens. The software is specialised but can be used by everyone—more about Stellar.
Tether is a stable coin. The market value is tied to a currency or another fixed reference point. By its definition is described like this: “Tether is a blockchain-enabled platform launched in 2014 to make it easier to use fiat currency digitally. Every USD-pegged TETHER token (USD₮) is pegged to the dollar one-to-one; therefore, 1 USD₮ is always valued at 1 USD by Tether.”
By “pegging” the price for one token to the value of a currency, people who are using or holding Tether do not experience sudden value changes due to speculation. These price changes happen with Bitcoin and Ethereum. Note that there are other Tether tokens connected to other currencies, such as the Euro. More about Tether here.
Binance Coin (BNB)
Binance is one of the largest cryptocurrency exchanges. Binance Coin is their self-created currency to let users pay for transaction fees. The BNB was based on Ethereum but has since gained independence by launching its blockchain and infrastructure. Read more about BNB here.
Finally, let us look at two coins which only recently have become popular. These two might be the most confusing. Meme coins are often pushed forward through social media. “They tend to be highly volatile compared to major cryptocurrencies like bitcoin (BTC) and ether (ETH). This is likely because meme coins are heavily community-driven tokens. Social media and online community sentiments usually influence their prices. This often brings a lot of hype but also FOMO (Fear of missing out) and financial risk. While it’s true that some traders became rich with meme coins, many lost money due to market volatility.” (Source: Binance Academy)
This coin was created as a joke; the two creators wanted to comment on the wild speculations of other coins on the market. Surprisingly though, Dogecoin itself became a subject of speculation and had a spectacular rise in value. But although the concept behind the coin is not as sophisticated as the others, it became widely known. The next step then was that more exchanges opened the option to buy and sell them. Similarly, real-world businesses started to accept Dogecoin as payment. Welcome to the wild west of current cryptocurrencies. More about Dogecoin.
Shiba Inu Coin (Shib)
Even more recently, the whole story was more or less repeated, with a coin called “Shiba Inu”, which to some extend was a copy of Dogecoin. By now, though, there is a particular pattern: Because a few thousand people got very rich being early owners of some coins, they can buy and sell vast quantities of such new coins. At times this triggers wild fluctuations. Shiba Inu managed to overtake Dogecoin in value, at least briefly, in 2021. Why and how it rose is worth reading about but would make this particular story too long.
Coins other than Bitcoin are often called “Altcoins” for “alternative”. But because some of the 7,000 coins in existence do not have a clear purpose or might be used just for speculation, they are sometimes labelled as “shitcoins“. But, specifically for the last two, a more negative term is in use because they are used for speculation and might result in significant losses for people investing in them.
It is difficult to say which coin and which blockchain concept will ultimately become the standard. There is a lot of potential for innovation in blockchain and coins. At the same time, the speculation injects a considerable risk.
The fight against misinformation can be compared to a big clean-up initiative: Think of your neighbourhood is covered with trash, not only from last week but several years. Littering everything is done quickly, but cleaning up takes much longer.
What is important here is to rethink, critically, what we consider as content. Yes, a news article is clearly content. But there are today many other forms of information bits that are either preceding or following pieces of traditional news media content. And it should be clear that all these added bits of information must be reliable and trustable.
When falsified content goes viral, lives might be in danger
One big criticism towards large social media platforms is about not having foreseen and then later not having acted against dynamically generated information, based on posts, comments, discussions. When falsified content goes viral, lives can be in danger. There are documented cases where false information was used to incite anger among a group, sometimes leading to angry mobs in the streets burning down the house of a victim of such allegations.
We must, as a result, be clear that all elements of what we consider trustable information must be verifiable. Content components include of course written text. But the definition of what is the content must include pictures, artwork/visuals, videos, video stills, numerical data, system data, raw or aggregated data, algorithms. In addition, we must include user-generated content, such as discussions, opinions and other interactions on social media. So far, on a technical level, it is very difficult to separate one from the other, if only the words are analysed. One take-away is that all kind of meta-data must be included in the analysis, too.
Most difficult: Mixing true and false information
A very difficult problem here is when correct content is taken out of context and is combined or mixed with false or fabricated information – the connection is hard to distinguish, specifically by automated searches. Humans might be able to see the difference, but there is no feasible way that every item of information is checked for plausibility or truth by a human. Search strings and search methods to identify new information are as important to evaluate as other forms of information detection.
Just one example to illustrate how technical systems can be tricked is the manipulation of publication dates for information. A malicious actor might have written false content, with catchy headlines. In order to let a search spider pick up the content as new, it is sufficient to re-publish the content, potentially on a different website and under a different URL and IP address.
Fraud detection can be tricked
Much of the data used by Google for search depends on what website owners and content creators provide. Of course, there are all kinds of fraud detection, but in a world where not many data points for content that is published via Content Management Systems can be verified at the source, the search engines do have not many options. Further, of course, the number of content sources that are intentionally falsifying what they publish is always only a fraction of the total. But because they have a chance to go undetected they can do so much harm.
If a website methodically refreshes dates for the content on its pages there are not many ways for search engines to detect this. Or, in other words: With the right motivation and a little bit of know-how, it is possible to trick search spider software into believing that a recycled article has been published very recently.
What is the main motivation to invest work into falsified content? Presumably, the main and the most frequent motivation is simply to make money. Running a partially automated fake news system and connecting it to an advertising platform can result in a very good payout.
Perspective: $50 billion lost to ad fraud by 2025
A report published by industry organisation IAB Europe says: “According to the World Federation of Advertisers (WFA), it is estimated that by 2025, over $50 billion will be wasted annually on ad fraud.”
After the 2016 election researchers found that a considerable number of entirely faked articles were coming from a region as far away from the US as Macedonia. Some people there had learned how to make money through digital advertising and the key was to write entirely falsified, but outrageous articles about political candidates. The wilder the allegations, the better the click rates and shares for such content. This created a mini-industry based on “fake news” in the region.
The techniques which make ad fraud successful can be used for political or criminal disinformation campaigns. The financial motivation for ad fraud exploits helps to build experience and a lot of practical knowledge on how to mislead existing platforms, which then can be reused for targeted disinformation campaigns.
These are some, but not even all arguments why we need to broaden our understanding of what is content. Over time there should be detection measures, even at the source where the information is published, to enable 100% verification.
Examples of funded projects from TruBlo
Among the ten projects which received funding in the 1st open call are several which are explicitly looking for new ways to detect falsified information and content. Some examples below, full list can be found here.
CONTOUR – Trusted content for tourism marketing purposes
LEDGEAIR – Aircraft data mining framework
ShoppEx – to restore the trust between retailers/brands and consumers
IAB Europe: Guide to ad fraud, 2020