?
文 | 棘轮 比萨
Ventura, the thorn wheels, the pizzas.
2019年，曾经试图改造各行各业的区块链从业者们，却发现自己的模式可能成了“伪命题”。
In 2019, those who had tried to transform the chain of blocks in all walks of life discovered that their own models might have become “false claims”.
从区块链广告到产品溯源、版权保护、资产确权，区块链都出现了落地困难、水土不服的现象。
From block-chain advertising to product traceability, copyright protection and asset rights, the block-chain is characterized by difficulty of landing and land-grabbing.
越来越多的案例告诉人们，区块链并非万能。而区块链从业者也开始探索，将区块链与各项技术结合，推动其不断落地。
A growing number of cases have shown that block chains are not all-embracing. And those involved in block chains have also begun to explore the integration of block chains with technologies to drive them to the ground.
“也许许多项目并非伪命题，只是没有找到最佳路径。而这些失败者，也为行业留下了宝贵的遗产。”一位区块链从业者说。
“Perhaps many projects are not hypocritical, they just fail to find the best path. These losers also leave a valuable legacy for the industry.” A block chain operator says.
01 伪命题
01 & nbsp; pseudo-verbal
一年前，小米的一则招聘公告，让外界第一次注意到，区块链与广告行业也存在结合的可能性。
One year ago, a recruitment announcement by Mi drew the attention of the outside world for the first time to the possibility of a link between the block chain and the advertising industry.
小米发布的区块链工程师招聘信息
Information released by Mi on the recruitment of block chain engineers
“长期以来，广告行业存在许多问题，比如在数据协作、广告投放和效果监测环节存在的不信任、作弊、资源浪费等。”小米官方在招聘公告中写道，“而小米正在研究的区块链技术，能很大程度上打通数据、反作弊，并且解决IP不一致等问题。”
“There have long been many problems in the advertising industry, such as mistrust, fraud, waste of resources in data collaboration, advertising and monitoring of effects.” Mi's officials wrote in their job announcements that “the block chain technology that Mi is studying can provide a great deal of access to data, counter-fraud and address IP inconsistencies.”
“当时，区块链正热。圈内人都觉得小米要用区块链‘颠覆’广告联盟行业了，我们也很紧张。”某广告联盟平台运营人员张远对一本区块链表示。
"At that time, the block chain was hot. Everyone in the circle thought that Mi was going to use the block chain for the "subversive" advertising union industry, and we were nervous.
何为广告联盟？
What's the ad union?
在互联网广告行业，网站站长、APP开发者被称为“流量方”，有投放广告需求的企业，被称为“广告主”。而聚合大量流量方、广告主，并将广告内容投送到流量方的平台，则被称为“广告联盟”。
In the Internet advertising industry, webmasters and APP developers are referred to as “flow parties” and firms with advertising needs are referred to as “advertiseors” and “advertiseors” are referred to as “advertisements unions” that bring together a large number of trafficrs, advertisers and send advertising content to a platform of trafficrs.
一直以来，广告联盟的盈利模式，就是赚取流量方与广告主之间的“差价”。但事实上，广告联盟的体制一直备受诟病。
The profit model of the advertising union has always been to earn the “price difference” between the party making the traffic and the advertiser. In fact, the advertising union system has been plagued.
“联盟可以给广告主虚报投放量，多收广告费；再给流量方少报投放量，少付流量费。最终，联盟可以‘两头通吃’。”张远透露，“因为真实的投放数据，只有广告联盟自己知道。这也是整个行业的‘潜规则’。”
“The Alliance can give advertisers a false amount of money, overcharge advertising, and undercharge the flow side. In the end, the Alliance can `take both sides'.” Openly, “because the real input data is known only by the advertising union itself. This is also the industry’s `deep rule'.”
但区块链，让一些痛恨行业潜规则的人看到了新的希望——区块链上数据公开透明、不可篡改，这或能解决广告联盟中各方的互信问题。
“广告联盟可以搭建一条区块链，将用户对广告的浏览、点击行为上链。用户、广告联盟、广告主、流量主都可以自愿充当节点，记录数据。各方都不能篡改、抵赖。”张远说。 “Adverting unions can set up a block chain that links users to advertising, click on behavior. Users, advertising unions, advertisers, and traffic owners can volunteer as nodes to record data. 人们期望，用区块链技术解决广告联盟存在的问题。 It is expected that the block chain technology will be used to solve the problems of the advertising union. 然而，很快就有从业者发现，用区块链重构广告联盟，在现阶段仍是个伪命题。 However, it soon became apparent to practitioners that the re-establishment of advertising alliances with block chains is still a pseudo-promotion issue at this stage. “问题首先出在技术上。”张远说，“如果将用户的每一次浏览、点击行为都上链，目前市面上还没有一条链能支撑广告联盟的业务需求。” is the first thing that comes out of the technology. According to Zhang, “if every time a user visits and clicks is chained, there is no chain on the market that supports the business needs of advertising unions.” 他以百度广告联盟为例。后者官方资料显示，平台有“日均数十亿”的广告展现，日均线上行为数据在“200亿量级”。 He gave the example of the 100-degree advertising union. According to the latter's official sources, the platform has a "Billion Billions a day" of advertising, and the mean-line behavior data are "20 billion in magnitude." 这意味着，百度如果把联盟数据全部上链，需要一条百万级别TPS的区块链。此外，每个参与节点，都需要配备海量的存储空间。 This means that 100 degrees would need a chain of blocks of a million-grade TPS if the union data were to be chained up. In addition, each participating node would need to be equipped with a large storage space. “广告主、流量主做节点的初衷，是为了不被平台‘坑钱’。如果运营节点的成本过于庞大，大家就会放弃。”张远说。 “Adverters, traffic owners, are doing nodes in order to avoid the platform’s ‘meat money’. If the cost of running nodes is too high, everyone will give up.” Open up. 在他看来，制约区块链广告联盟出现的第二个因素，是商业模式。 In his view, the second factor that emerged in the block chain advertising coalition was the business model. “广告联盟是一个规模效应十分明显的重运营行业。”张远说，“头部平台如Google Adsense、百度联盟、阿里妈妈等，早已占据了绝大多数市场份额，新入局者的空间极为有限。” “Advertisement unions are a highly operational industry whose large scale effects are evident.” Zhang Long stated that “head platforms such as Google Adsense, 100-degree unions, Ali's mother, etc., already hold the vast majority of the market share and the space for new entrants is extremely limited”. 在他看来，做广告联盟是一个脏活和累活：“平台要针对广告主、流量方双向获客，运营成本极高。头部平台早已形成行业壁垒。” In his view, advertising alliances are a dirty and laborious job: "The platform is designed for advertisers, both streamers, and is extremely expensive to operate. The head platform is already a barrier to industry." “数据不公开透明，确实是这个行业的痛点，但仅仅解决这个痛点，并不能让一个新平台脱颖而出。”张远说。 “The lack of openness and transparency of the data is indeed a pain in the industry, but simply addressing this pain does not make a new platform stand out.” Open up. “近几年，阿里、京东等电商平台的广告联盟备受欢迎，是因为它们带来了新场景——网站站长将用户导流给电商平台卖家，而卖家提供佣金给网站站长。”在张远看来，这可能比区块链更重要。 “In recent years, the advertising alliances of power-marketers such as Ali and Kyundong have been well received because they have brought about a new scene in which the site manager guides the user flow to the platform vendor, while the vendor provides commission to the site manager.” This may be more important than the block chain in the long run. 如张远预期中的一样，小米区块链广告计划的后续发展，并没有触及到广告主、流量方与广告联盟三方的数据互信问题，仅仅是利用区块链记录用户的“数字虚拟ID”，以平衡用户隐私与广告投放精准度。 As expected from Zhang, the follow-up development of the rice block chain advertising programme did not address the issue of mutual trust between advertisers, traffic parties and advertising unions, but merely the use of block chains to record users' “digital virtual IDs” in order to balance user privacy with accuracy in advertising placements. 另一个与广告联盟产品架构类似的产品，是图库平台。但在这一领域，区块链的落地仍然十分困难。 Another product similar to the advertising union's product structure is the graphics platform. In this area, however, the location of the block chain remains difficult. 近期，视觉中国黑洞图片事件引发外界热议。外界批评视觉中国部分图片版权并不明晰。也有摄影师质疑，平台隐瞒了图片的真实售卖次数，通过“压榨”摄影师牟取利益。 There are also photographers who question that the platform hides the number of real sales of the pictures, and uses “crash” photographers to profit from them. “与广告联盟相比，图库平台引入区块链技术，相对靠谱，但也存在诸多难题。”国内某互联网企业图库业务负责人冯亮对一本区块链表示。 “In contrast to the advertising union, the graphic platform introduces block chain technology, which is relatively sound, but there are also a number of challenges.” The head of an Internet enterprise's graphics business in the country, Feng Liang, indicated a block chain. “‘相对靠谱’，指的是图库平台的同时并发操作远低于广告联盟，对区块链性能的要求不高。”冯亮说，“但图库平台与广告联盟类似，都是规模效应明显、重资本、重运营、重人力成本的行业，信息的绝对公开、透明反而不是关键。” “`Relative spectrometry' refers to the fact that the graphic platform is operating in parallel to and well below the advertising union, with little demand for block chain performance.” According to Feng Liang, “But the graphics platform, like the advertising union, is a sector where scale effects are evident, capital-intensive, operational and human costs are high, and information is absolutely open, transparent and not critical.” “目前图库行业最大的痛点，还是社会版权意识淡薄，平台获客难。”冯亮表示，“对图库平台而言，引入区块链明确版权所属，只是锦上添花，更适合作为企业愿景宣传。” “the greatest pain of the current graphics industry, or the low level of social copyright awareness, the platform has been compromised.” Feng Liang said, “For the graphics platform, the introduction of block chains that clearly define the copyright belongs to is only an addition and better suited to promote the corporate vision.” 02 落地难题 02 & nbsp; 尽管行业痛点清晰明确，且业务本身存在分布式节点雏形，但区块链落地于广告联盟、图库等行业，仍然充满挑战。 Despite the clarity of the industry's pains and the presence of distributed nodes in the business itself, the chain of blocks lies in such industries as advertising unions, graphics, etc., and remains challenging. 不仅如此。时下火热的区块链版权、区块链溯源与区块链资产确权等领域，也备受“落地难”的困扰。 is not only true. Areas such as the copyright of the hot chain of blocks, the traceability of the chain of blocks and the asset rights of the chain of blocks are also plagued by the “stucks”. 以区块链溯源为例，这类产品的架构并不复杂：商品溯源的全流程信息，可被记录在区块链上，以实现数据公开透明且不可篡改。 In the case of block chains, the structure of such products is not complex: full-flow information on commodity traceability can be recorded on block chains in order to make data open and transparent and not subject to manipulation. 但区块链溯源的最大难题，却出现在了“数据源头造假”上——区块链并不能保证上链数据本身是否真实。 However, the greatest difficulty in the traceability of the block chain appears on the “data source forgery” — the block chain does not guarantee the authenticity of the upper chain data per se. “以食品信息溯源为例，区块链可以记录食品的流通数据，却不能解决生产原料造假的问题。”某区块链企业溯源业务负责人宋文华表示，“如果上链数据本身造假，‘上链’的信用认证反而会造成更大的危害。” “In the case of retroactive food information, the chain of blocks can record data on the flow of food, but it does not solve the problem of the fabrication of raw materials.” Song Wenhua, the head of the chain of operations, said, “If the top-chain data themselves are falsified, the credit certification of the “uplink” would be more dangerous.” 在数据源头造假之外，制约区块链溯源发展的第二个难题，是链上数字世界与链下物理世界的锚定问题。 “目前的通用方案，是通过二维码、芯片进行锚定。”宋文华说，“但这项技术只适用于标准品，如包装食品等；对非标准品，如原料水等，锚定十分困难。” “The current generic approach is to anchor through two-dimensional codes and chips.” According to Song Wenhua, “this technology applies only to standard products, such as packaged foods; anchoring is difficult for non-standard goods, such as raw water”. 因此，仅仅依靠区块链解决商品溯源，仍是个伪命题。 , therefore, relying solely on block chains to address commodity traceability remains a false claim. 在版权保护上，区块链也并非万能。 Block chains are not all-embracing in copyright protection. 以数字作品的版权保护为例，区块链可将数字作品信息以哈希值的形式存储，并根据这个独一无二的哈希值固定版权，检测抄袭。 In the case of copyright protection for digital works, for example, a block chain can store digital work information in the form of a Hashi value, fixed copyright based on this unique Hashi value, and detect copying. 但抄袭者只需对原创内容进行一个字节的改动，就会产生一个新的哈希值，令系统失效。 But just one byte change in the original content by the copyer would create a new Hashi value that would render the system ineffective. 此外，在司法认证上，直到2018年6月，国内才出现了首例采纳区块链存证证据的判例。而案件一旦进入司法环节，区块链只能固化证据，并不能加快维权流程。 Moreover, in terms of judicial certification, it was not until June 2018 that the country’s first case of evidence in the block chain emerged. Once a case has entered the judicial chain, the block chain can only consolidate the evidence and do not speed up the process of defending rights. 在资产确权领域，区块链确权的难点，也在技术之外。2015年，位于洪都拉斯的全球首个土地确权项目就因此失败。 In 2015 the first global land titling project in Honduras failed. “从本质上来说，这是一个政治项目，而洪都拉斯政府的推进速度，比我们想象的慢得多。”为该项目提供技术服务的公证通CEO表示。 “In essence, it is a political project, and the Government of Honduras is moving much slower than we thought.” The Notary Union CEO, which provides technical services for the project, states. 区块链确权想要落地，在法律、政策以及更多现实领域，仍有很长的一段路要走。 There is still a long way to go in the field of law, policy and more practical aspects of the “技术的归技术，法律的归法律，区块链并非万能。”有人总结说。 "Technology of technology, law of law, the chain of blocks is not all-powerful." Some conclude. 03 未来何在 03 & nbsp; where the future lies 越来越多的从业者发现，受模式不清、落地困难等因素困扰，许多被寄予厚望的区块链解决方案，最终都沦为了“伪命题”。 A growing number of practitioners have found that many of the hoped-for block chain solutions have become “false” in the end, beset by unclear patterns, difficult landings and so on. “此前资本疯狂涌入，让许多‘拍脑袋想出来的’区块链模式充斥市场。当资本散去，人们才发现，许多模式本身就是伪命题。”区块链研究员张恒对一本区块链表示。 . “Before the sudden inflow of capital, many of the `thought-out' block chain models were rife in the market. When the capital dissipated, it became clear that many models were perjury in themselves. “即便如此，许多被视作是‘伪命题’的区块链项目，也比明目张胆发币割韭菜的项目‘良心’百倍。”张恒表示，“这些项目的失败，也给其他区块链从业者留下了深刻的教训。” “Even so, many of the block chain projects that are seen as “false claims” are 100 times more “conscience” than the obvious “conscientious” projects that cut vegetables.” Chang said, “The failure of these projects has also taught the practitioners of other block chains a profound lesson.” 为何区块链行业充斥着伪命题？在张恒看来，资本疯狂涌入带来的“热钱羊群效应”是首要因素。此外，区块链技术本身也存在局限性。 Why is the block chain industry full of hypotheses? In Chang's view, the “heat-money sheep effect” of the sudden influx of capital is the primary factor. Moreover, the block chain technology itself has limitations. “现阶段，区块链的效率与性能仍然十分有限，系统对存储成本的要求也很高。”张恒说，“除此之外，区块链技术的另一个局限，是链上信息无法与链外信息直接交互。” “At this stage, the efficiency and performance of the block chain are still very limited and the storage costs of the system are very demanding.” Zhang Hein, “a further limitation of block chain technology is that information on the chain cannot interact directly with information outside the chain”. 不过，在他看来，随着区块链性能的不断提升，以及智能合约等技术的不断发展，这些问题终将逐步被解决。 However, it seemed to him that those problems would eventually be resolved gradually as the block chain performance continued to improve, as well as technological advances such as smart contracts. “在技术之外，区块链行业也存在着投机泛滥与认知不足的问题。”张恒表示。 “In addition to technology, there is a problem of speculation and under-awareness in the block chain industry.” Zhang is a constant expression. “比特币早年的财富效应，让‘币圈大佬’们掌握了太多的话语权。区块链技术是否能真正落地，在这些人看来无关轻重。”张恒说，“但在炒币玩家之外，大多数普通人对区块链的理解又十分不足。外界对区块链行业始终抱有误解。” “The wealth effect of Bitcoin's early years has given the ‘coins’ too much voice. Whether the block chain technology is actually on the ground doesn't seem to these people to be of any importance.” Zhang Heng said, “But outside the market, most ordinary people have little understanding of the block chain. The outside world has always misunderstood the block chain industry.” 区块链产品若想破解“伪命题”的魔咒，最关键的，是顺利落地。 The most important thing about “我们的解决方案，是将区块链技术与其他技术结合。”宋文华表示。 “Our solution is to combine block chain technology with other technologies.” Song Wenhua says. “以我们从事的区块链溯源为例，我们解决源头造假的方式是将物联网与区块链结合——用物联网设备取代人工数据采集。”他解释道，“人工干预越少，源头造假的可能性就越低。” “In the case of the traceability of the block chain in which we are engaged, the way we address source fabrication is by combining the network of things with the chain of blocks — by replacing artificial data capture with the network of objects.” He explained that “the fewer interventions, the fewer the possibility of source forgery.” 在物联网数据采集之外，宋文华的项目还会利用人工智能等技术，对原始数据进行清理，从而保证只将最重要的数据上链保存。 In addition to material networking data collection, the Song Wenhua project will also clean raw data using techniques such as artificial intelligence to ensure that only the most important data are kept in the chain. “许多区块链项目之所以失败，或许并不是因为它们的模式是‘伪命题’。”宋文华总结，“实现一个模式有无数种路径，而失败者的一次次尝试，也是为行业留下的宝贵遗产。” “区块链技术只是一项能解决信任问题的技术，不要把它过度神化。”一位区块链从业者说道。 “The block chain technology is only one that solves the problem of trust and does not overdo it.” A block chain operator said. 要让它真正落地，还有一段非常漫长的路要走。 There is still a very long way to go before it is truly landed. 在这个过程中，探索者需要耐心，也需要毅力。 In this process, explorers need patience and perseverance. *文中部分受访者为化名。 * Some of the respondents in the text are aliases.
注册有任何问题请添加 微信：MVIP619 拉你进入群
打开微信扫一扫
添加客服
进入交流群
发表评论