Papyrus
Papyrus
Token: PPR


Decentralized Advertising Ecosystem

ICO dates
Start date: 2017-10-12
End date: 2017-11-02

Registrated in: Singapore

Platform: Ethereum
Type: ERC20

PREMIUM ICO

https://papyrus.global/ Screenshot
Papyrus categories
Software Platform Media Internet Business services
Video
Papyrus token sale
KYC passing required No | Whitelist No | Restriction for countries No
Token distribution in ICO
55%
55%
Acceppting ETH
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Random whitepaper excerpts

27.09.2017
1.
Vision
2.
Challenges of Traditional Digital Advertising
3.
Value Proposition
4.
Technology Overview
5.
Competitive Landscape
6.
Papyrus Ecosystem
6.1.
Architecture
6.2.
Monetization of dApps and dRTB protocol
6.3.
Reputation Management
6.4.
Data Management
6.4.1.
dDMP Concept
6.4.2.
dDMP Gateway
7.
Token Generation Events
8.
Papyrus Development Roadmap
9.
Meet the Papyrus Team
Papyrus - Decentralized Advertising Ecosystem
2
...

1
VISION
Blockchain technology is rapidly changing the way applications are built and function on the
Internet. Its key advantages, decentralization and security, offer tremendous potential for
reordering the Internet landscape. Advertising, the blood and fuel of the Internet economy,
is on the verge of a blockchain revolution and we have a vision to disrupt the chaotic
patterns and inefficiency of digital advertising by building a completely new advertising
technology stack. Papyrus will be the future monetization vehicle of decentralized Internet
applications and transform online advertising into a highly transparent, consistent and
lucrative domain for all the participants in the advertising value chain.
We believe disruption can be both a competitive advantage and inclusive. Our vision is to
provide tools that enable seamless interconnectivity between decentralized applications
and traditional advertising to make this transition both attractive and smooth for existing
publishers and adv...

OUR CORE OBJECTIVES:

To build the world’s most efficient digital advertising ecosystem.
Blockchain technology,
decentralization and scalability solutions will enable Papyrus to:

Preserve sensitive data that users want to keep

Increase the agility of all business processes by
private while still enabling precise audience targeting enforcing everything in real-time via blockchain
using appropriate data processing;
smart contracts and state channels
3
to eliminate
transactional bureaucracy, corresponding offline

Compensate users directly for voluntarily sharing paperworkandtheneedfortraditionalbookkeeping;
their personal data;

Create an economy that incentivizes the developer

Build a sophisticated value-based reputation system community to produce more and more efficient
that significantly decreases the level of non-human applications that solve practical tasks in advertising;
traffic and o...

2
A CHALLENGING ENVIRONMENT
FOR MARKETERS AND CONSUMERS
2.1. CHALLENGES OF TRADITIONAL
DIGITAL ADVERTISING
Digital advertising is a $200+ billion industry that has transformed the way we market goods and
services, but remains today a piecemeal system of incompatible components with a host of problems.
While there are opportunities for improvement, the possibility of comprehensive re-engineering the
current digital advertising ecosystem faces insurmountable barriers in terms of cost, regulation and
cooperation. The current market for digital advertising was innovative for the needs of the early Internet,
but that time has passed. Today it grows in complexity,4 but its structures are inherently outdated and
incapable of any magnitude of reform. Persistent ‘incurable’ issues of the current system include:

Poor user experience.
Most of digital ads on our screens are irrelevant and annoying. They are
invasive, generate abusive attention and rob user time. Publishers that ...


Innovation against advertising.
The popularity of Adblock and other similar applications
continues to grow as the only hope of diverting unwanted advertising.
5
This results in decreasing
revenues for publishers and increased pressure on the remaining users without Adblock.

Long, inefficient chains of intermediaries between advertisers and publishers
.
Many of the
intermediaries in the current digital advertising structure do not necessarily bring any real
value to the market. At the same time, all such intermediaries, by their very existence, increase the
cost of doing business. Furthermore, because of non-transparent information flows, advertisers
lack information about their actual traffic costs and publishers can’t account for actual expenditure.

Massive levels of fraud.
Advertisers are forced to use multiple third-party measurement,
analytics and verification tools to fight the rampant fraud in the traditional digital advertising <...

3
VALUE PROPOSITION
The emergence of decentralized applications, known as dApps — a new form of applications
based on blockchain technology — offers a huge opportunity to establish an entirely new
decentralized, trustful market for advertising. These applications operate autonomously,
openly and accessible to all. What’s more, dApps offer previously unimaginable
imperviousness to any kind of central point of failure attacks. Carefully designed dApps
fulfill exact requirements regarding user data privacy, availability and reliability that allow
informational and monetary exchanges between users, creating an unprecedented level
of security and trust available through open source code and consensus algorithms to
perform critical functions. Projects like Ethereum
8
and Blockstack
9
have had significant
success in developing the dApps ecosystem that is already rapidly evolving. In the coming
years, thousands of new dApps will appear and they will require a dedicated ...


Compensation for interaction with ads and for sharing user data.
With the proliferation
of specialized reputation, antifraud and identity management tools, the Papyrus
ecosystem will ensure that users participating in the sharing economy through consensual
data sharing and response to advertisements will be instantly compensated for their actions.
For dApp Developers:

Flexible infrastructure for the creation of versatile ad-based dApp economies.
Libraries,
SDKs and protocols developed by the Papyrus team will enable the unlimited creation
of ad monetization models for dApps. Everything from simple banner integrations to native
ad distribution within user-reward-based social media platforms like SteemIt
10
will allow
developers to focus on their product and easily create own value economies suited to their
business goals and which benefit their application users as well.

More exciting user experience.
With the user in control of the...

For Advertisers and Traditional DSPs (Demand-Side Platforms):

Papyrus protects advertisers from non-human traffic and ensures brand safety.
Papyrus will include decentralized reputation and antifraud solutions that will form a
secure information base for advertisers to make weighted decisions on advertising bids. For
example, if a publisher appears suspicious, advertisers can choose to bid with a significant
discount or not to bid at all. Using smart contracts, the Papyrus ecosystem will have
transparent market conditions in which honest participants will earn more revenue while
dishonest will ultimately lose revenue. The structural security of the Papyrus ecosystem will
be of magnitudes greater for advertisers than in traditional centralized adtech because of
the openness and decentralization of the ecosystem and dynamic matching of economic
incentives.

Papyrus creates transparency for advertiser stakeholders.
By tamper-proof storing
of all smart contracts and event...

Papyrus Roadmap

1
January 2017
Idea of the Project
2
March 2017
Initial Team Assembled
3
July 2017
White Paper Realeased
4
October 2017
Prototype, Token Pre?Sale
5
2017 Q4
Integrations with ad market players, Token Sale Phase 1
6
2018 H1
Papyrus Protostar Release Testing
7
2018 H2
Papyrus Protostar Release
8
2019 H1
Papyrus Uprise Release
9
2019 H2
Papyrus Equilibrium Release
Alexander Shvets
Alexander Shvets Product Director

Leo Eletskikh
Leo Eletskikh Technology Evangelist

Elena Obukhova
Elena Obukhova Communications Director

Tanya Krishtopa
Tanya Krishtopa Product Manager

Thomas Hulbert
Thomas Hulbert Ecosystem Evangelist

Andrey Vlasenko
Andrey Vlasenko Lead Software Engineer

Alexander Kholodov
Alexander Kholodov Lead Software Engineer

Alexander Telegin
Alexander Telegin Mobile Software Engineer

Igor Sokolov
Igor Sokolov Block-chain Engineer

Andrey Lyubimov
Andrey Lyubimov Research & Analytics

Aleksei Pupyshev
Aleksei Pupyshev Mobile Software Engineer

Vitaly Bubyakin
Vitaly Bubyakin Frontend Developer

Vyacheslav Trofimov
Vyacheslav Trofimov Frontend Developer

Liza Solyanina
Liza Solyanina Graphic Designer

Ekaterina Bezverkhaya
Ekaterina Bezverkhaya Web and Graphic Designer

Shamil Valishev
Shamil Valishev Digital Marketing Manager

Mike Costache
Advisors Mike Costache Strategy Advisor

Brad Yasar
Advisors Brad Yasar Strategy Advisor

Dmitry Lee
Advisors Dmitry Lee Technical Advisor

Mikhail Fedorinin
Advisors Mikhail Fedorinin Operations Advisor

Tim Brown
Advisors Tim Brown Business Development Advisor

Marissa Kim
Advisors Marissa Kim Legal Advisor

Marissa Kim
Marissa Kim
Legal Advisor
Ark Advisors
Brad Yasar
Brad Yasar
Strategy Advisor
Blockchain Architect
Managing Partner of Krowd Mentor
Managing Partner at Krowd Mentor
Founder and Managing Partner KrowdMentor
Founder & CEO of Beyond Enterprise
Managing Partner at Krowd Mentor
Business Strategy
Mike Costache
Mike Costache
Strategy Advisor
Advisor
Managing Partner at KrowdMentor
Strategy / Investments
Chief Advisor
Blockchain Advisor
Blockchain Investors Consortium (BIC) Pepperdine School Of Law
Managing Partner at KrowdMentor
Alexander Kholodov
Alexander Kholodov
Lead Software Engineer
Founder and CEO, Lead Developer