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Dec 14, 2017
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Problems of current content market:

Centralized content platforms emerged one after another in this age of information explosion. By indexing and integrating online resources, they have greatly boosted information access to bring convenience to people’s life. However, as some influential content platforms kept growing and expanding, problems also gradually showed up.

u “Distorted” Display of Content at Centralized Platforms

Recently, the European Union imposed the harshest ever anti-trust punishment on Google. On June 27, the European Commission announced its decision to fine Google EURO 2.42 billion (or USD 2.7 billion) for its abuse of dominant market position, whereby Google manipulated its search results to give its own Google Shopping better rankings to the detriment of competing services.

This incident revealed the manipulation and intervention of content display by the platform. Yet it was not the first time Google had been investigated and questioned for such behaviors.

On June 9, 2016, a video shared on Youtube revealed a new discovery: for unidentified reasons, Google had been trying to remove negative news unfavorable to Hillary Clinton from its search recommendations (search options offered to users when they type keywords into the search box). For political and economical reasons, even companies claiming to “do no evil” may deviate from the right course. When search results are no longer objective, users lose their autonomy in information acquisition.

Similar things happen on web portals and social networks. Based on algorithms of their recommendation systems, which are capable of anticipating user’s preferred content through the collection and analysis of their habits, these engines only recommend content liked by both the users and the platforms. This way the information we receive tend to be limited to an increasingly narrower scope, trapping each person in a small “information bubble”.

Lack of Information Credibility and Privacy

As most information on the Internet only contain a URL and the content itself, after being transferred multiple times, the same information may be distorted or even lead the readers to the opposite way, either intentionally or unintentionally.

Also, while using search engines and content apps, users’ data is collected at the backstage and centralized platforms could gain huge benefits from data on user privacy. A worse situation is that private information may be leaked.

What does Primas do?

The principle of blockchain naturally improves the credibility and integrity of displayed content by recording data on a tamper-proof public ledger in a distributed manner so that no single one could make changes to the content. At the same time, since the algorithms and applications are completely open-sourced and transparent in blockchain system, no one has the access to users’ private data. Recently, a Singapore team announced Primas, an open ecosystem for publication, recommendation and transaction of content, committed to using blockchain and other technology to restructure the content market. How could Primas safely provide information that is really needed? Decentralized content sourcing and recommendation mechanism brings quality content to users; a brand-new content evaluation system ensures direct benefits to the producers of quality content; tamper-proof property of the blockchain provides copyright protection for original writers; and decentralized data management offers better protection for users privacy.

In detail, Primas platform will adopt social groups and social recommendation to prevent intentional manipulation and intervention of content display. By establishing information social groups, Primas brings together people with shared interests, shared values and shared expectations to further assess the credibility of information. Users can choose social groups that interest them by themselves. After certain content is published inside such a group, whether it is original or introduced from external sources, it will be evaluated by group members before further dissemination. The quality of a social group is decided by content contributed by all its members, and the rating of a group will also influence quality evaluation of content in the group.

Additionally, while solving the drawbacks of recommendation, Primas will use its Primas DNA to introduce the multi-dimensional Metadata, which can help improve content credibility.

In terms of privacy protection at the Primas network, information that must be disclosed will be available publicly and transparently and recorded on Blockchain, e.g. author’s name and transaction information, while to fully secure users privacy, their browsing history and private information will not be recorded and uploaded.

Considering these, Primas offers timely solutions for the drawbacks existing at the centralized online content platforms. It not only brings convenience to users, but also restores the intrinsic value of search, recommendation and content display.