How Can Blockchain Make Advertising More Efficient? 
That direct relationship between advertisers and users means instant data, rewards and direct payment, rather than waiting for it to filter through. Without middleman agencies, theres no percentage taken either.
MEDIA Protocol is an example of this new method. Rather than a distinct currency, its an embedded and frictionless way to transact between creator and user. Users can be rewarded for their engagement, and use the tokens earned to get access to services, e.g. access paywalled content.
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