- The worldwide web is a clear reflection of all the shifts 2020 has brought and as businesses and marketers crunch majority of their budgets and pivot strategies.
- In light of the current scenario businesses, digital marketers, and content creators continue to face some key problems around digital ad revenue, ad blocking, and more.
- We caught up with Lior Davidovitch, the founder of PUBLC, an innovative search engine that reinvents user experience and technology.
- PUBLC is a new search engine built by everyone, for everyone, that aspires to create an equally distributed web economy using blockchain token economics.
- Read on to discover insights on how PUBLC serves a more equally distributed web economy using blockchain and token economics, generating a new and native revenue stream for online publishers.
The worldwide web is a clear reflection of all the shifts 2020 has brought and as businesses and marketers crunch majority of their budgets and pivot strategies, these remain some key problems of today’s digital space:
- Digital ad revenue has taken a hit due to ad blockers.
- Online publishers struggle to find a native revenue model as an alternative to ad-based models, which only grows bigger now with the COVID-19 impact on the advertising industry. Digital ad revenue is declining, as use of adblockers is increasing
- Google and Facebook duopoly dominate over 60% of global ad revenue.
We caught up with Lior Davidovitch, the founder of PUBLC, a search engine that aims to reward the entire web ecosystem by creating an innovative, more equally distributed web economy using blockchain and token economics, generating a new and native revenue stream for online publishers.
Q1. Can you tell us about your background and journey towards becoming the founder of PUBLC?
I was always one of those kids that constantly thought of different business ideas and tried to invent things. The original idea for PUBLC started over 15 years ago when I was frustrated with the existing search engines. I always thought that people know best and there should be a way to add the human element to search for a better-organized web. Back then I had mocked up a few presentations and a family friend even connected me to a VC, but I was so young and had no idea what I was doing. Later in university, I wasn’t keen on academia and dropped out to start my journey as a start-up entrepreneur. In the beginning, I was just playing around with different ideas, and eventually, I saw that I’m always going back to the same original idea of creating a new search engine. I started completely from scratch, learning everything in the process, making mistakes, learning again, and building PUBLC layer by layer.
Q2. What was the biggest challenge you faced while setting up PUBLC? How did you solve it?
Just saying that you want to create a new search engine is a huge challenge by itself, doing it the way PUBLC does, creating a new search engine that completely reinvents the user experience and technology with a token-based business model is an even bigger challenge! If you add new and complicated technologies like blockchain and AI to the mix, the challenge becomes even bigger. Plus, the fact that you’re doing it as a small self-funded startup makes it almost impossible! But eventually, we did it step by step, layer by layer and built this platform that’s backed with AI and a blockchain financial infrastructure.
Q3. Can you give us a brief insight into PUBLC and your token economy?
PUBLC is a new type of search engine built by everyone, for everyone, that aspires to create an equally distributed web economy using blockchain token economics. You can think of PUBLC as a mix between Google and Wikipedia, where we combine human intelligence with artificial intelligence (AI) enabling users to categorize the content and “teach” PUBLC how to better organize the web, creating a new search experience, while also rewarding the users for participating in the process.
With regards to the token economics, on the one hand, our token, PUBLX, is granted by PUBLC as a reward to its community that contributes to PUBLC. On the other hand, the tokens are used as the only form of payment for PUBLC’s business services used by advertisers on the platform. This balance between supply and demand is what establishes the token value.
Token earners, be it publishers, brands, influencers, or content categorizers, can either use their token rewards to pay for any of our business services or exchange them on cryptocurrency exchanges, where the tokens can be bought by advertisers. So, we encourage everyone to checkout PUBLC and discover how they could earn PUBLX tokens.
Q5. How can businesses use PUBLC? Any tips on how they can get started with PUBLC?
PUBLC was built with all the different actors of the web ecosystem in mind, as we believe PUBLC is a platform that is meant to serve everyone and reward them for the value they create. Businesses as online publishers, brands, and celebrities benefit from PUBLC as it gives them exposure to new audiences, drives traffic to their websites, and earns them revenue for every time a user clicks on their content and views it. Businesses can get started on PUBLC by submitting their website, categorizing their content, and curating their pages. Our job is to support all those people and help them better achieve their goals, so feel free to reach out to us, we would love to hear from you!
Q6. Would video content be sourced from platforms like YouTube?
Yes! PUBLC curates and displays video content that users upload on YouTube and other such sites. You’ll be surprised to know that we even reward sites like YouTube as they also provide value to the ecosystem for hosting all that content.
Q7. What are your future plans for PUBLC? Will you venture into the digital advertising aspect as well? If yes, we’re assuming it will be in-ecosystem currency of PUBLX tokens?
Besides inventing a new user experience and technology we also had to invent a new revenue model connected to our token economy – and that’s crucial to the success of the platform – having those PUBLX tokens that are given to everyone for their contribution have real-life value. In order to do that we built a new set of business services such as, promoted content, brand awareness, ecommerce, and more, which offer advertisers a new way to enhance their brand awareness or conversions in a native and organic way within the platform without compromising PUBLC’s user experience for the users.
Our business services work differently than the way it’s done on traditional search engines, and it rethinks this traditional advertising model of just promoting ads over search queries. The usual method is good but it could be different. We put more focus on content and the user experience because when you get ads, whether it’s on Google, Facebook, or any other platform – as a user that harms your experience. We aim to deliver our business services in a very native and organic way that doesn’t harm the user experience. For example, PUBLC offers promoted content that is real, in the form of videos, articles, and other multimedia. These could be campaigns that not only provide advertisers with the worth of their money but also engage and add value for the users. Furthermore, we incorporate PUBLC’s community in the approval of ads, having them take part in flagging spam and fraud, and helping shape PUBLC revenue model.
Q8. Do you use citations? How does the web validate your resources?
We’re focused more on the human element of search. People add domains and content URLs which are then approved by our community, and only then are indexed and crawled, making our sources more credible. There are many parameters that our algorithm evaluates in order to rank content, to give you a better idea I’ll share the three main key elements: