Varanida
Varanida
Token: VAD


Fair & Transparent Digital Ecosystem Varanida is a decentralized advertising network made for users who want a better Internet experience, publishers who want to maximize revenues, and advertisers who want guaranteed performance.

PreICO dates
Start date: 2018-06-25
End date: 2018-08-15

ICO dates
Start date: 2018-08-15
End date: 2018-09-30

Registrated in: France

Platform: Ethereum
Type: ERC20

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Varanida categories
Content/Advertising Infrastructure Internet Media
Varanida whitepaper
Video
Varanida token sale
KYC passing required No | Whitelist Yes | Restriction for countries Australia,China,New Zealand,USA
Soft cap 8,000,000 EUR
Hard cap 39,700,000 EUR
Tokens for sale 670,000,000
Token distribution in ICO
67%
67%
Price 1 VAD = 0.000009 BTC
Acceppting BTC,ETH
Web users want more control
More and more internet users are concerned about the way their data are stored, used and sometimes sold by various service providers. They also want more control on advertising targeting them.

Advertisers are losing faith
Because of the lack of transparency and reported fraud in digital advertising; brands and agencies are looking for new advertising formats that would maximise their budget, but also create a unique experience.

Publishers need to monetise
Digital content providers are being more and more pressured to find new audience monetisation solutions. Current intermediaries are taking up to 60% of the whole advertising budget, leaving publishers with not enough revenue.
Varanida news, social
Varanida search trends in Google
Random whitepaper excerpts

Contents
1 The Advertising Industry Is Broken
3
1.1 Users Are Overwhelmed By Bad Ads . . . . . . . . . . . . . . . . 3
1.2 Ad Block Usage Is On The Rise . . . . . . . . . . . . . . . . . . . 5
1.3 Publishers Are Fighting Against Reduced Revenue . . . . . . . . 6
1.4 Advertisers Are Left In The Dark . . . . . . . . . . . . . . . . . . 10
2 Advertising Network Landscape
13
2.1 O

-Chain Advertising Networks . . . . . . . . . . . . . . . . . . . 13
2.2 On-Chain Advertising Projects . . . . . . . . . . . . . . . . . . . 14
2.3 Comparison Matrix . . . . . . . . . . . . . . . . . . . . . . . . . . 15
3 Introducing Varanida
18
3.1 Varanida, The Cleaning Lizard . . . . . . . . . . . . . . . . . . . 18
3.2 How It Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.3 How Users Benefit . . . . . . . . . . . . . . . . . . . . . . . . . . 20
3.4 How Publishers Benefit . . . . . . . . . . . . . . . . . . . . . . . 21
3.5 How Advertiser...

1 The Advertising Industry Is Broken
As advertising has taken over the Internet, users are the ones who su

er under
its increasing load, both literally and figuratively. Advertising and targeting
scripts slow down pages, congest bandwidth, and collect massive amounts of
user data. Increased advertising supply has decreased the revenue generated
per ad, so publishers fight to stay alive by placing more and more advertising
on their pages, and making that advertising more and more invasive, degrading
the user experience even further. In 2017, more than $228 billion was spent on
digital advertising globally, but Internet users and publishers received only a
small portion of that value, while creating most of it.
1.1 Users Are Overwhelmed By Bad Ads
The world’s first banner ad debuted in October of 1994, and immediately at-
tracted the attention of Internet users. Of those who saw the ad, 44% clicked on
it[1]. Fast forward to 2018, and the average clickthrough rate is now ...

being used by companies to track and target you. One study found that 79% of
users feel that they’re being tracked as a result of retargeted ads, so those ads
don’t go unnoticed[7].
This leads to users feeling like they have no control over their data, as one
study found that 91% of adults agree or strongly agree that consumers have
lost control of how personal information is collected and used by companies,
and 86% of Internet users have taken steps online to remove or mask their
digital footprints[8].
We’ve reached a point where companies feel that they must o

er a free Internet
that is subsidized by advertising, but that agreement may be falling apart.
When a study asked about a site where access to the service would be free, but
user activity on the site would be used by the site to deliver advertisements it
hopes will be appealing to users, 51% of Americans did not find that bargain
acceptable[9].
Advertising Slows Down The Internet
Unfortunately, ...

While that number is shocking, it shouldn’t be surprising. Users are busy, and
they have better things to do than sit around and wait for an ad-filled website
to load. According to one study, for each second of page load latency there is
an 11% drop in page views[11].
While the Interactive Advertising Bureau (IAB) attempted to set standards for
advertisers to follow that would limit the size and invasiveness of advertising,
and speed up page load times, it’s been tough to enforce as advertisers seek to
grab more data and put more invasive advertising in front of users. A report
from Ad Lightning, which works with publishers to monitor ad speed, noted
that more than 40% of online ads are larger than industry standards, which
slows down websites and annoys users with crawling load times[12].
1.2 Ad Block Usage Is On The Rise
A clear example of users pushing back and trying to gain more control over
their online browsing experience is the rise of ad block usage. Propelled into the
m...

Figure 2: Based on Varanida’s Estimate
1.3 Publishers Are Fighting Against Reduced Revenue
Publishers are struggling to adapt to the new media landscape, and a study by
Econsultancy found that ad revenue is either stagnant or shrinking for 40% of
digital publishers[15].
There are four factors that contribute to this decline in ad revenue, even as the
overall amount spent on digital advertising increases:
1. Too Much Inventory: A study by ComScore found that up to 54% of ads
are never seen by website visitors[16]. There are just too many ads, and
not enough browsing activity to actually serve all of those ads to real
people. The main reason for this over-supply is that publishers have been
incentivized to create web pages that have as much advertising space as
possible, rather than quality content that integrates a few engaging ads in
a non-obtrusive way.
2. Increase In Programmatic Buying: While programmatic buying has al-
lowed advertisers to increase the scale of their camp...

spend on the bigger publishers, with the small and medium-sized publish-
ers left out of these increasing budgets.
4. Users Turn To Ad Blockers: While the number of pageviews continues
to rise, the number of monetizable pageviews isn’t rising as quickly, as
the increased use of ad blockers means that many of the visitors to a
publisher’s site are not being served ads, and are thus not contributing to
a publisher’s revenue.
Advertising Slows Down The Internet
There are more than 1.3 billion websites in the world, and around 50 million
websites are added every year[17]. While some are passion projects, it’s safe
to say that many of those websites are supported by advertising. With more
than 4 billion Internet users browsing those websites, the amount of advertising
supply in constantly rising[18].
However, the demand for that advertising doesn’t rise as quickly. There are
a limited number of people in the world with access to the Internet, and they
have a limited amount...


20% of programmatic ads syphon data by design[20]
To ensure optimal performance and user experience, the IAB recommends a
maximum of 15 network requests per ad impression. Today, the average pro-
grammatic display ad is burdened with about 3x (43) the acceptable max[20].
The Interactive Advertising Bureau sets a limit of 300 kilobytes for a display ad,
but Ad Lightning found that 41% of ads it looked at across thousands of sites
were larger than that[22]. Advertisers are competing for views and clicks, and
will do anything to increase engagement with their ads, including overweight
animated banners, auto-play videos, and microsites crammed into a banner
experience.
Two Players Dominate The Market
More money is being spent on digital advertising, which should be good news
for publishers.
Unfortunately that growth isn’t being evenly distributed, as a report by the
Interactive Advertising Bureau and PricewaterhouseCoopers found that 103%
of the industry growth in the...

Ad Block: The Publishers’ Nightmare
Publishers make money by selling advertising space on their website. They
usually get paid for that advertising space based on impressions (the number
of people who viewed each ad), clicks, or specific actions like completing a lead
form. Publishers don’t get paid when a user views content with an ad blocker
because that user doesn’t load the ad, so they don’t count as an impression,
they can’t click on the ad, and they can’t perform any specific actions related
to the ad.
The rise of ad blockers reduces the monetizable audience that publishers can
reach, and thus reduces the revenue that publishers generate from the same size
audience. It is also important to note that younger users are the most coveted
(and thus, valuable) audience advertisers target, and they are also the most
active users of ad blockers. As the revenue generated by each piece of content
decreases, content production costs continue to increase with inflation, making
<...

Varanida Roadmap

1
June 2009
Beginning of DOZ Back then, Faouzi El Yagoubi and Anji Ismaïl, start iterating on what would become DOZ.com, a software enabled marketplace to deliver more transparent and better marketing campaigns.
2
July 2017
Varanida was born Looking at the opportunity that represents Blockchain based models, Faouzi & Anji imagine how they could improve the advertising industry; and this starts by cleaning the Internet.
3
January 2018
Team Varanida Anji & Faouzi are joined by Thomas Schmider, and a team of talented and experienced people is being assembled.
4
April/May 2018
Prototype release We released to the community a first iteration of the Varanida browser extension with the purpose to clean the web from intrusive ads and scripts.
5
Q3 2018
Token Generation Event 1,000,000,000 VAD (Verified Ad) ERC-20 Tokens will be launched on the Ethereum Network.
6
Q4 2018
Varanida Protocol Varanida will release a complete decentralized and open protocol to allow publishers and advertisers to build their own audience engagement applications.
7
Q2 2019
Varanida Blockchain Varanida will move to its own blockchain, releasing its complete solution for web users, advertisers and publishers.
Anji Ismaïl
Team Member Anji Ismaïl CEO & Co-Founder

Faouzi El Yagoubi
Team Member Faouzi El Yagoubi CTO & Co-Founder

Thomas Schmider
Team Member Thomas Schmider COO & Co-Founder

Frédéric Montagnon
Advisor Frédéric Montagnon Advisor

Travis Wright
Advisor Travis Wright Advisor

Thomas Hessler
Advisor Thomas Hessler Advisor

Ben Arnon
Advisor Ben Arnon Advisor

Jean Christophe
Advisor Jean Christophe Advisor

Jonathan Levine
Advisor Jonathan Levine Advisor

Ben Arnon
Ben Arnon
Advisor
Co-Founder & CEO, Color Farm Media
Travis Wright
Travis Wright
Advisor
Blockchain Marketing and MarTech Consultant
Frédéric Montagnon
Frédéric Montagnon
Advisor
Fréderic Montagnon
Fréderic Montagnon
Chairman Board Member