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ICO Analysis: AdHive

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advertising

Digital advertising is the fastest growing segment of the advertising industry, and now has the highest market share in terms of ad spending beating TV in 2017. Despite losing billions of dollars in revenue to challenges like ad blocking or insignificant banner ads, the digital ad industry is still multiplying due to new growth avenues. Native advertising is one such segment which has helped the industry sustain high growth. Native advertising content is ‘in-feed’ (i.e., un-boxing videos on tech channels of YouTube), immune to disruptors like ad blockers and carries two times the brand recollection potential.

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AdHive is a platform for native video advertising on the channels of key influencers. These influencers could be Instagram stars, famous YouTubers and influential content creators on other social media platforms.

To get a sense of what AdHive is trying to application, consider the following:

  • AdHive’s platform will create a distributed network of influencers with clear rules and quality, along with automated operations and payments.
  • AdHive will bring together advertisers and influencers on one platform. As such, it will work with thousands of small influencers globally as one channel. Even smaller niche influencers will get an opportunity to promote products on their channels.
  • Advertisers do not need to choose a particular influencer and control the placement — the platform does it automatically, saving time for both the influencers and advertisers.
  • An inbuilt AI confirms whether the influencers has completed the designated task or not. Smart contracts release payments as soon as confirmation of the work done is received.
    Influencers can work with any advertiser in a trustless manner.
  • AdHive also incentivizes human verifiers to validate the influencers work.

AdHive creates a transparent and trustless platform for influencer advertising using the AI and blockchain. The platform has potential advantages for both the advertisers and the influencers as compared to the traditional agency model.

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An alpha version of the platform is released and available for testing. Beta release and initial customer acquisition will be done in Q1 2018. Community assessment functionality will be rolled out in Q3 2018. A recent blog post announced that the platform had registered 3000 influencers already.

Token

AdHive Token (ADH) is an ERC-20 token, which gives participants the right to access multiple activities and services of the AdHive network. Influencers have to pay a security deposit of ADH tokens to apply for ad placements. Meanwhile, influencers get paid in ADH, which can immediately be converted into fiat currency. Along with paying influencers, advertisers can also spend ADH Tokens for analysis of all video channels to detect usage of keywords and brands they are interested in. Advertisers can fund their accounts in native or fiat currencies. Once the payment is sent, fiat currency is automatically converted to ADH based on the current market rate.

Team

Co-founders Dmitry Malyanov and Vadim Budaev have previously co-founded and worked together on Scorch.ai and Webvane. Scorch.ai is a provider of Artificial Intelligence solutions for businesses. Meanwhile, the generation of text format metadata for the analysis or search of videos is one of the solutions provided by Scorch.ai. The work done on Scorch.ai will be useful for creating the AI modules of AdHive. This is definitely an interesting synergy that needs to be highlighted.

Malyanov has an impressive track record in business. Prior to joining Scorch in 2015, he headed Groupon’s sales team.

The third co-founder, Alexandr Kuzmin, is a serial entrepreneur and has experience in blockchain technology.

There are 13 team members listed on the website, along with seven advisors.

AdHive has partnered with organizations like Wings (tech support for the AdHive crowd-sale campaign), Bancor (liquidity for tokens) and AdEX (some video ad campaigns of AdEx will get implemented on the AdHive platform).

Verdict

AdHive is targeting a niche segment within the digital advertising industry. The company’s focus on video ads via social media influencers aligns with the team’s experience from previous ventures.

AdHive will be beneficial for “micro influencers,” i.e., influencers with a substantial following but not big enough to get them marketing deals. These micro influencers have a better engagement with their followers and have now started drawing the attention of advertisers as well. This category of social media influencers would eagerly be a part of a platform like AdHive which provides them visibility and commerce in a trustless manner.

Overall, AdHive is working on a niche use case with a good team and scaling potential.

AdHive faces competition from marketing agencies and marketplaces. Marketing agencies work exclusively with the top level influencers while the marketplaces are not ideal for micro influencers as they themselves have to work on the negotiations.

Risks

  • Top level social media influencers can get better deals by directly interacting with advertisers rather than a platform like AdHive. -1
  • Automated campaigns may not capture the qualitative aspects of different influencers. For example, a crypto YouTuber with 100,000 subscribers is much more influential than a vlogger with same subs but more video views. -1
  • Working on a niche segment, especially in a sector like digital advertising, carries the risks of being disrupted by a more substantial player offering diversified services. -1
  • Connecting with social media influencers is not as difficult as it used to be. Marketing agencies and advertisers can connect with even the smaller influencers via marketplaces like these.  -2

Growth Potential

  • AdHive has a solid team working on the project. Their previous work experience with Scorch.ai is very relevant for the AI modules of AdHive. Two of the co-founders are former senior managers at Groupon whose B2B2C model is similar to AdHives’s business model. +4
  • Negative impacts of ad blocking software and diminishing ROI from banner ads has resulted in increasing advertiser shift towards unaffected segments like influencer marketing. Native advertising has rapidly become a new reality for the advertising industry. +3
  • AdHive has targeted the right sector in the advertising space, as native influencer ads have better return metrics in almost all the segments. Influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing. +3
  • AdHive has the first mover advantage as it is the first AI-controlled influencer marketing platform with blockchain technological solutions. The use of automation, AI and blockchain technology in influencer advertising has a good scaling potential. AdHive already has 3,000 influencers on the platform. +2

Disposition

We arrive at a score of 7 out of 10 for AdHive. We have rated it on the higher end mainly because of the beta launch is coming up in Q1 2018, already registered 3,000 influencers, good team and partnerships, and a niche presence in one of the fastest growing industries.

Investment Details

  • Token Type: Utility
  • Platform: Ethereum
  • Symbol: ADH
  • Pre-sale: 31st January 2018
  • Pre-sale bonus: Day 1-3 (Jan 31 – Feb 2): 20% Bonus; Day 4-7 (Feb 3 – Feb 6): 15% Bonus
  • Token Sale (Phase 1) : February 21 , 2018.
  • Token Supply: 450 000 000 ADH with 30% being offered in Phase 1 token sale. Phase 2 will be conducted in 2019 with the other 30% token supply.
  • Hard Cap: $12 million for Phase 1.
  • Jurisdictions Barred from Participating: Only accredited U.S. citizens are allowed to participate. Chinese citizens are banned.
  • Website: https://adhive.tv/

Featured image courtesy of Shutterstock. 

Important: Never invest (trade with) money you can't afford to comfortably lose. Always do your own research and due diligence before placing a trade. Read our Terms & Conditions here. Trade recommendations and analysis are written by our analysts which might have different opinions. Read my 6 Golden Steps to Financial Freedom here. Best regards, Jonas Borchgrevink.

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4.4 stars on average, based on 7 rated postsAakash Kawale is a financial analyst based out of Mumbai, India. He has extensive experience of working as an equity analyst. Aakash is a strong advocate of Blockchain technology and has been analyzing cryptocurrencies since 2015.




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4 Comments

4 Comments

  1. Haspel

    January 30, 2018 at 3:17 pm

    Three days late to whitelist for presale. Too bad.

  2. DeadDuckWalking

    January 30, 2018 at 8:40 pm

    Why always late, USELESS. Not the first analysis , this is getting ridiculous!

  3. jeffc89

    January 30, 2018 at 11:09 pm

    Good analysis. Would it also be good for advertisers looking for influencers? Also what is the cost per ETH? 4000 ADH / ETH?

  4. jaapspreeuwenberg

    January 31, 2018 at 12:01 am

    The domain of http://scorch.ai/, where the co-founders have previously worked together, and whose work done would be useful for creating the AI modules , is created on 2017-12-16 00:02:29, that is only 1 month and 14 days ago

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ICO

ICO Analysis: TE-FOOD

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TE-FOOD is now the biggest farm-to-table food traceable system in the world. TE-FOOD serves over 6,000 businesses while averaging more than 400,000 transactions on a daily basis, which results in serving well over 30 million people. TE-FOOD has integrated 2,600 retailers and markets, 3,100 farms, 3,400 livestock agents and 190 wholesale distributors into their system.

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TE-FOOD coordinates with governments, supply chain companies and consumers to enhance food safety, eliminate food frauds and minimize costs for supply chain companies. The entire supply chain will become more efficient through the use of one interoperable transparent ledger; this will help avert large-scale food recalls and enable smaller, targeted recalls.

Currently, the main focus of TE-FOOD is  the emerging countries that account for 60% of the world’s population along with 45% of GDP, and which needs massive technological disruption because of the level of distrust in their food supply chains. Started in Vietnam and having found success, TE-FOOD is aiming to be in 17 countries within the next five years.

TE-FOOD’s revenue sources are the following:

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1. Selling physical and logical identification materials
2. Charging transactional costs
3. Selling food transport environment sensors
4. Charging monthly or sales volume dependent fees on the marketplace

Token

The company is issuing TFOOD tokens, which are ERC-20 tokens created to be used within the TE-FOOD system for the following:

1. Pay for transactions
2. Pay for value-added information
3. Rewarding conscious consumer behavior for using our Consumer mobile app

A total of 1 billion TFOOD tokens are to be created with 51% being available for purchase during the public sale which is scheduled to commence on Feb 22, 2018, and conclude March 22, 2018. TFOOD tokens should be immediately transferred and can be used in the TE-FOOD system after completion of the token sale.

Team

A Vietnamese and Hungarian company combined to create TE-FOOD with a team that includes more than 20 members (each listed with details on their website along with LinkedIn links). The team is led by CEO Dr. Trung Dao Ha (Co-Founder of Thien Minh Group, President of Hochiminh City High Technology Association, Austria Honorary Consul in Hochiminh City for the Austrian Government and Co-founder/CEO of DAO advanced Technology), CeO Erik Arokszallasi (CEO of Erba 96 Ltd) and CMO Marton Ven (CEO at Flumen and CMO at Erba 96 Ltd).

TE-FOOD works with some of the biggest retail food companies in Asia such as AEON, Lotte Mart, JAPFA and C.P. Group. The government of Vietnam’s largest city, Ho Chi Minh City, also employs TE-FOOD. Current partners include: GS1 (barcodes), Unisto (security seals) and Zalo (message/call app).

Verdict

TE-FOOD is developing a scalable, cost-effective system for tracking, securing and ensuring quality for global food transportation which will reduce corruption, theft, fraud and food-borne illnesses. Identification applications are used to track livestock, transports and fresh food packages from the farm to the table. This will enable fresh food sold in retail to be tracked back to their origins. TE-FOOD is able to track food items throughout the entire supply from beginning to end while accessing quality information.

TE-FOOD has been operating in Vietnam since 2016 with a proven track record and buy-in from thousands of businesse. If the company is able to successfully integrate its functioning business to its tokenized model with participation from current clients, along with expanding to new markets, it may find success for itself and investors.

Risks

  • When seeking to expand to new countries, TE-FOOD may face a variety of difficult regulatory and compliance issues working with different governments and agencies. -2
  • The executive team, though accomplished, is still involved with other businesses which may detract from putting their full efforts into the success of TE-FOOD. -1.5
  • Although TE-FOOD does already have a working business, which is definitely a positive, they will still face strong competition from other blockchain companies. -1

Growth Potential

  • The company already has an established working product and with key partnerships with multiple businesses and the government of Vietnam. +5
  • TE-FOOD is scheduled to be in 17 countries within five years according to their roadmap. +2.5
  • TFOOD tokens will be immediately released and available to all investors. +3.5

Disposition

With nearly 80% of food fraud involving fresh food products and livestock, over 400,000 annual deaths due to food contamination and the health threat of antibiotics overuse in animals used for food, TE-FOOD’s main mission is to greatly reduce these issues by making the fresh food supply chain transparent and more effective through a modern, but affordable ecosystem. Having an already working business model combined with the ability to scale, TE-FOOD appears to have the means to accomplish this mission if everything goes to plan. TE-FOOD receives a rating of 6.5 out of 10.

Investment Details

  • Symbol: TFOOD
  • Type: Utility
  • Price: $0.05
  • Accepted Payments: ETH
  • Public Sale Date: Feb 22, 2018 – March 22, 2018 (Bonus levels – 15% Week 1, 12% Week 2, 10% Week 3, 5% Week 4)
  • Public Sale Amount: 512,000,000 TFOOD (51% of total) to be sold. 1,000,000,000 TFOOD total supply
  • Jurisdictions Barred from Participating: None mentioned

Featured image courtesy of Shutterstock.

Important: Never invest (trade with) money you can't afford to comfortably lose. Always do your own research and due diligence before placing a trade. Read our Terms & Conditions here. Trade recommendations and analysis are written by our analysts which might have different opinions. Read my 6 Golden Steps to Financial Freedom here. Best regards, Jonas Borchgrevink.

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ICO

ICO Analysis: Endor

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Endor.coin, more commonly known as Endor, is a behavioral analytics protocol for businesses as well as individual users. The team has dubbed the project as the “Google for predictive analytics.”

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Until now, high costs have kept out anyone but large organizations from accessing artificial intelligence and predictive analytics. Most predictive questions require data scientists, weeks of iteration, and consistently updating data models to produce accurate results. Using blockchain technology and automation, Endor democratizes this data making it available for anyone to use – no fancy Ph.D. required.

Social Physics

Endor expands on a new, MIT-based science, Social Physics. This science states that each set of event data, like credit card purchases, contains certain human activity patterns within the data. If you’re able to detect these patterns, you can create more accurate predictive analytics than normal machine learning.

Automatic Prediction Engines for Enterprises

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Endor’s first focus is on an automated “Data as a Service” platform for enterprise clients. With this engine, a business can upload a set of behavioral data, and after a short integration (a few hours at most), they’ll be able to ask questions about the future behavior of the subjects in the data set.

The team has already used this platform in studies to measure brand loyalty, new product adoption, and market campaign effectiveness at Coca-Cola as well as detect ISIS activists on Twitter. All of this done at a fraction of the cost of current systems.

Data Science for the Masses

After the successful implementation of Endor for enterprises, the team plans to use the protocol to fully democratize behavioral predictions. Through the decentralized nature of blockchain technology, Endor connects users to data providers in a cost-effective, trustless way ensuring that the predictions they receive are as accurate and affordable as possible.
At first glance, this may not seem as beneficial for individuals as it is for organizations. Imagine this, though. As a cryptocurrency investor, you want to know, “What tokens are going to increase in price by 20% in the next month?” With Endor, you now have access to the robust predictive trading engines that were previously only available to institutional investors and the uber-wealthy. Although the answer you receive may not be perfect, it still gives you a critical edge over those not receiving it.

Token

The Endor team is designing the protocol in a way that connects to an existing blockchain as well as off-chain datasets. As a user, you must pay EDR tokens to make a prediction request. The larger and more complex your request, the more EDR you need to pay. Two potentially separate entities receive this payment. The first is analytical data providers who supply the robust data sets used in the analytics. The other are those who perform the intensive computations on those data sets.

The team will eventually open up the Data Layer so that providers can additionally sell their data to outside parties.

Team

PhDs, data scientists, and product experts comprise the majority of the Endor team with a large number of members tied to directly to MIT.

Dr. Yaniv Altshuler, co-founder and CEO, is an MIT researcher and recently published “Swarms and Network Intelligence in Search” – a fitting book for the Endor protocol. Another MIT co-founder, Professor Alex Pentland, created Social Physics and is a founding member of advisory boards for many notable organizations like Google and the UN Secretary General.

Beyond a rockstar team, Endor is already working with some big players in the product and service industries. The list of partners includes Mastercard, Coca-Cola, Walmart, and Travelers Insurance, to name a few. On the blockchain side, the team has formed strategic partnerships with Bancor and Enigma.

Tokens and Distribution

The team hasn’t yet released any information on the number of tokens or how they’ll distribute them.

However, they outline in their whitepaper that they’ll use the majority of the ICO contributions for research and development. The team will also use up to 10% of the proceeds to form a joint partnership with a world-leading research institute. Additionally, up to 30% of funds will be used to purchase proprietary technology such as prediction engines.

Verdict

Endor is using Social Physics to provide better predictive analytics to businesses as well as individuals. The enterprise protocol has already been successfully tested and used by numerous Fortune 500 companies while the individual-facing product will be available at the end of 2018.

Even though the token distribution details haven’t been released, the team and partnerships alone are strong indicators that this could be a valuable opportunity.

Risks

  • No token details. The team has yet to release any details about the token distribution. Even with a great project, poor distribution could be detrimental to investor returns. (-3)
  • Dependence on a consumer product. The enterprise protocol is only one half of the project. The half for individuals hasn’t been built yet and has a lot to prove. (-3)

Growth Potential

  • Numerous use-cases. There’s no shortage of scenarios that benefit from predictive analytics. AI, machine learning, and behavioral science are becoming more valuable each year. (+4)
  • All-star team. This is exactly the type of team you want working on a project like this. From MIT data scientists to blockchain experts, they’ve got it all. (+4)
  • Successfully tested product. Having a working product puts Endor ahead of the majority of other ICOs. The fact that it’s been tested with big-name companies is just the icing on the cake. (+5)

Disposition

Endor scores an impressive 7 out of 10. The project checks off the boxes you want to see in an ICO. Strong team? Check. Large market? Check. Working product with customers? Check and check.

The only unknown, for now, is how they’re going to distribute the tokens after the ICO. If the Endor team stands by their mission of decentralization and democratization with fair distribution, this has the potential to be one of the most exciting ICOs of the year.

Investment Details

Endor has not announced a date for their crowdsale yet. However, you can check out their website to stay up-to-date with any news or updates.

  • Type: Utility
  • Symbol: EDR
  • Platform: Ethereum
  • Crowdsale: Pending
  • Soft/Hard Cap: Pending
  • Price: Pending
  • Jurisdictions Barred from Participation: Not specified
Important: Never invest (trade with) money you can't afford to comfortably lose. Always do your own research and due diligence before placing a trade. Read our Terms & Conditions here. Trade recommendations and analysis are written by our analysts which might have different opinions. Read my 6 Golden Steps to Financial Freedom here. Best regards, Jonas Borchgrevink.

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ICO

ICO Analysis: Joint Ventures

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When it comes to unique content, the internet is an ever-expanding medium. It has been estimated that 90% of all online content has been generated in the last two years alone. Although this presents tremendous monetary value, benefactors are limited to a few major players such as Google and Facebook. These powerful platforms act as middlemen, where they generate significant revenue from content publishers and advertisers.

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Joint Ventures is a blockchain project designed to weed out the middleman in the digital content industry. As the website states, the project’s aim is to “create an economy for online publishers that rewards every participant of the network, including authors, commenters and advertisers alike, and minimize third-party commissions.”

According to the company whitepaper, Joint Ventures is developing a platform that operates very much like Google and Facebook in that ads are displayed on a publisher’s website. The key difference is in the revenue structure, data protection guidelines and transparency of the network.

Facebook has gotten into a lot of trouble for inflating its ad reach metrics, making blockchain projects like Joint Ventures very timely. Given that the project is based in Turkey, it perhaps hasn’t received the attention it deserves. Rest assured, Joint Ventures is a highly ambitious project backed by a strong team and compelling business model.

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Token

Joint Ventures will launch an ERC-20 compatible token that will facilitate every transaction on the content economy platform. The JOINT token will be utilized by publishers and advertisers to launch ad campaigns, increase visibility and acquire new visitors. Active participation is also incentivized, making it easier for publishers to build a community on the platform.

In terms of specific use cases, advertisers will use JOINT tokens to run advertising campaigns and bid on placements. Publishers are paid in JOINT tokens when their content is consumed by platform members.

The token sale is scheduled for Apr. 7 and will last for 30 days or until the hard cap of 12,500 ETH is reached.

In terms of token distribution, 616 million JOINT units will be issued with 100 million available via crowdsale.

Team

The Turkey-based Joint Ventures employs a local team well versed in the ad-tech industry. The founder, Ahmet Arslan, has been involved in the industry for seven years. Co-founders Latif Cakiroglu and Zeki Kavrazli have backgrounds in software and digital media, respectively.

Eleven team members ranging from full stack developers to marketing specialists are listed in the whitepaper. They will be supported by a triad of advisers specializing in venture capitalism and online marketing.

In the unlikely event you are familiar with the Turkish media industry, none of the names presented in the whitepaper stick out. That being said, Joint Ventures has put together a well-rounded team of professionals in two key areas: digital advertising and software development. We also appreciate the LinkedIn profiles provided for each team member on the homepage. In the author’s view, this is a transparent company.

Verdict

Joint Ventures has a noble vision and plenty of growth potential. It is also entering the market at a time of heightened sensitivity toward ad reach and viewership metrics, making online advertising primed for blockchain disruption. The key question investors need to ask is whether the project has enough stamina to compete with the massive competitors it has identified in its whitepaper.

Risks

  • As the whitepaper rightly notes, the online content economy is massive. This is both an opportunity and a risk for Joint Ventures because it hasn’t identified a niche segment of the online publisher community in which to pilot the platform. At the same time, the company is going up against huge competition from the likes of Google, which has essentially become a gatekeeper to the world of online advertising. -2
  • We like the roadmap. It is clear, precise and reasonable from the perspective of expectations. However, investors will have to wait until Q3 2019 for the platform to become fully functional. Given that the affiliate program will launch at the end of 2019, this project appears to have a long sales cycle. We imagine that building out the network – attracting advertisers and publishers – will take considerable time. The only success markers in the meantime are WordPress plugin testing, a beta version of the platform and block explorer/mobile apps. -1
  • The whitepaper has identified a subscription model as one of its core objectives moving forward. If that is the case, it will be competing for subscription revenue from more established websites. This is merely speculation on our part, given that the whitepaper didn’t really explain how subscriptions will work, except that they will provide access to exclusive content. -1

Growth Potential

  • The whitepaper does a great job of linking content development to digital advertising, giving Joint Ventures a clear revenue stream and room for growth. It has also prioritized mobile viewership given the widescale adoption of smart devices. The company is therefore operating in a highly lucrative industry and has prioritized the right technologies. In fact, mobile app development is cited as one of the company’s first major deliverables. +2
  • Developing a content economy has a strong network effect; adoption begets more adoption. For Joint, this multiplier effect can come from content consumers (i.e., commenters) and content developers themselves. As these two segments grow, advertisers will flock for eyeballs. +3.5
  • If you are a content developer, one of the major motivations for joining Joint Ventures is the promise of shared revenue. As the whitepaper states, “The content economy created by Joint splits revenue with every participant who adds value to the network.” In doing so, the ecosystem promises to end the “monopoly of the middlemen,” i.e., Google and Facebook. +3.5
  • The team driving Joint Ventures appears well rounded and committed to the project. In the ICO world, full commitment is not to be taken for granted since many token raises appear to be launched a side projects or run by leaders with commitments elsewhere. Although you may have limited experience investing in Turkish companies, everything about the team checks out. +2

Disposition

Joint Ventures has the potential to make a transformative impact on the online advertising business and fundamentally change the relationship between advertisers and content producers. After weighing the benefits and the risks, we arrive at a score of 6.5 out of 10 for the upcoming project.

Investment Details

  • Type: Utility
  • Symbol: JOINT
  • Platform: Ethereum
  • Presale: None planned
  • Crowdraise: Apr. 7, 2018 – May 7, 2018
  • Hard Cap: 12,500 ETH (fixed)
  • Tokens Available: 100 million
  • Token Price: 1 ETH = 8,000 JOINT
  • Payments Accepted: ETH
  • Jurisdictions Barred from Participating: None specified

Featured image courtesy of Shutterstock.

Important: Never invest (trade with) money you can't afford to comfortably lose. Always do your own research and due diligence before placing a trade. Read our Terms & Conditions here. Trade recommendations and analysis are written by our analysts which might have different opinions. Read my 6 Golden Steps to Financial Freedom here. Best regards, Jonas Borchgrevink.

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