The Sui blockchain has entered into a major strategic partnership with decentralized advertising exchange Alkimi, marking a significant step toward transformingThe Sui blockchain has entered into a major strategic partnership with decentralized advertising exchange Alkimi, marking a significant step toward transforming

Sui and Alkimi Join Forces to Redefine Blockchain Advertising

2026/02/05 14:12
Okuma süresi: 4 dk

The Sui blockchain has entered into a major strategic partnership with decentralized advertising exchange Alkimi, marking a significant step toward transforming how digital advertising infrastructure operates. The collaboration, confirmed in March 2025, involves Alkimi migrating its full advertising technology stack onto Sui’s high-performance layer-1 blockchain. By relying on Sui’s scalable and low-latency infrastructure, the partnership aims to improve transparency, execution speed, and operational efficiency across real-time ad auctions, ad delivery verification, and settlement processes for advertisers and publishers worldwide.

This move reflects growing momentum behind blockchain-based solutions in industries that have long struggled with trust and efficiency challenges. Digital advertising, which analysts project to surpass one trillion dollars in global spending by 2027, continues to face systemic issues related to fraud, opaque pricing structures, and slow payment cycles. The Sui-Alkimi integration is designed to directly address these structural weaknesses.

Migrating Core Advertising Operations to the Sui Stack

At the center of the partnership is Alkimi’s decision to migrate its core advertising operations to the Sui Stack. Sui is widely recognized for its parallel transaction execution model and fast finality, both of which are essential for handling the massive volume of micro-transactions generated by programmatic advertising. Each ad impression, bid, and settlement event requires rapid processing, often at very low monetary values, making performance and scalability critical.

By leveraging Sui’s architecture, Alkimi seeks to create a more reliable foundation for programmatic advertising workflows. Industry research firms have repeatedly identified fraud, lack of pricing clarity, and delayed publisher payouts as persistent barriers to trust in digital advertising. The new infrastructure is intended to reduce these issues by embedding transparency and automation directly into the transaction layer.

On-Chain Auctions, Verification, and Settlement

The partnership represents a deep technical integration rather than a surface-level collaboration. Several essential advertising functions will now be executed directly on the Sui blockchain. Real-time bidding auctions for ad impressions will be conducted on-chain, producing an immutable and publicly verifiable record of every bid and winning transaction. This approach is designed to eliminate the black-box nature of traditional auctions.

Ad delivery will also be verified through smart contracts, ensuring that the creative actually served matches the auction result. This mechanism is expected to reduce advanced forms of ad fraud, including domain spoofing and unauthorized inventory substitution. In addition, advertiser and publisher payments can be settled almost instantly using the SUI token or other supported digital assets, replacing the industry norm of payment cycles that often stretch from 30 to 90 days. Campaign performance data will be anchored on-chain, creating a single, auditable source of truth for reporting and compliance.

Market Impact and Adoption Considerations

Researchers analyzing the partnership have noted that combining high-throughput blockchain infrastructure with advertising technology is a logical progression. Sui’s object-centric design and horizontal scaling model are considered particularly well suited for the high-frequency, low-value transactions common in advertising. At the same time, analysts have emphasized that enterprise adoption remains a key challenge, especially when integrating blockchain-based workflows with existing ad-tech systems used by large brands.

Early adoption is expected to come from digital-native advertisers and privacy-focused publishers seeking verifiable efficiency and improved revenue retention. The timing of the partnership also aligns with tightening global data privacy regulations in both the United States and Europe, which are limiting traditional tracking methods. Blockchain-based advertising models that emphasize on-chain verification and user-controlled data may offer a viable alternative under these regulatory pressures.

Competitive Landscape and Forward Outlook

Compared with traditional programmatic advertising systems, the Sui-powered Alkimi model emphasizes full transaction transparency, near real-time settlement, and fraud prevention built directly into the protocol. The reduction of intermediaries is also expected to lower supply chain fees and increase the share of ad spend reaching publishers.

Looking ahead, the partners plan to launch pilot programs with select Fortune 500 advertisers during the second quarter of 2025, followed by a broader public rollout later in the year. Performance benchmarks will focus on reduced invalid traffic, higher publisher revenue shares, and improved advertiser return on investment. Over the longer term, the roadmap includes interactive on-chain advertising formats and consumer reward mechanisms tied to SUI tokens.

A Blueprint for Blockchain Adoption in Advertising

The partnership between Sui and Alkimi represents a notable milestone for the digital advertising industry. By applying a scalable and transparent blockchain infrastructure to a real-world commercial system, the collaboration offers a practical example of how decentralized technology can modernize legacy digital markets. As adoption progresses through 2025, industry observers are likely to view the platform’s performance as an important indicator of blockchain’s broader role in mainstream commerce.

The post Sui and Alkimi Join Forces to Redefine Blockchain Advertising appeared first on CoinTrust.

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The Role of Blockchain in Building Safer Web3 Gaming Ecosystems

The Role of Blockchain in Building Safer Web3 Gaming Ecosystems

The gaming industry is in the midst of a historic shift, driven by the rise of Web3. Unlike traditional games, where developers and publishers control assets and dictate in-game economies, Web3 gaming empowers players with ownership and influence. Built on blockchain technology, these ecosystems are decentralized by design, enabling true digital asset ownership, transparent economies, and a future where players help shape the games they play. However, as Web3 gaming grows, security becomes a focal point. The range of security concerns, from hacking to asset theft to vulnerabilities in smart contracts, is a significant issue that will undermine or erode trust in this ecosystem, limiting or stopping adoption. Blockchain technology could be used to create security processes around secure, transparent, and fair Web3 gaming ecosystems. We will explore how security is increasing within gaming ecosystems, which challenges are being overcome, and what the future of security looks like. Why is Security Important in Web3 Gaming? Web3 gaming differs from traditional gaming in that players engage with both the game and assets with real value attached. Players own in-game assets that exist as tokens or NFTs (Non-Fungible Tokens), and can trade and sell them. These game assets usually represent significant financial value, meaning security failure could represent real monetary loss. In essence, without security, the promises of owning “something” in Web3, decentralized economies within games, and all that comes with the term “fair” gameplay can easily be eroded by fraud, hacking, and exploitation. This is precisely why the uniqueness of blockchain should be emphasized in securing Web3 gaming. How Blockchain Ensures Security in Web3 Gaming?
  1. Immutable Ownership of Assets Blockchain records can be manipulated by anyone. If a player owns a sword, skin, or plot of land as an NFT, it is verifiably in their ownership, and it cannot be altered or deleted by the developer or even hacked. This has created a proven track record of ownership, providing control back to the players, unlike any centralised gaming platform where assets can be revoked.
  2. Decentralized Infrastructure Blockchain networks also have a distributed architecture where game data is stored in a worldwide network of nodes, making them much less susceptible to centralised points of failure and attacks. This decentralised approach makes it exponentially more difficult to hijack systems or even shut off the game’s economy.
  3. Secure Transactions with Cryptography Whether a player buys an NFT or trades their in-game tokens for other items or tokens, the transactions are enforced by cryptographic algorithms, ensuring secure, verifiable, and irreversible transactions and eliminating the risks of double-spending or fraudulent trades.
  4. Smart Contract Automation Smart contracts automate the enforcement of game rules and players’ economic exchanges for the developer, eliminating the need for intermediaries or middlemen, and trust for the developer. For example, if a player completes a quest that promises a reward, the smart contract will execute and distribute what was promised.
  5. Anti-Cheating and Fair Gameplay The naturally transparent nature of blockchain makes it extremely simple for anyone to examine a specific instance of gameplay and verify the economic outcomes from that play. Furthermore, multi-player games that enforce smart contracts on things like loot sharing or win sharing can automate and measure trustlessness and avoid cheating, manipulations, and fraud by developers.
  6. Cross-Platform Security Many Web3 games feature asset interoperability across platforms. This interoperability is made viable by blockchain, which guarantees ownership is maintained whenever assets transition from one game or marketplace to another, thereby offering protection to players who rely on transfers for security against fraud. Key Security Dangers in Web3 Gaming Although blockchain provides sound first principles of security, the Web3 gaming ecosystem is susceptible to threats. Some of the most serious threats include:
Smart Contract Vulnerabilities: Smart contracts that are poorly written or lack auditing will leave openings for exploitation and thereby result in asset loss. Phishing Attacks: Unintentionally exposing or revealing private keys or signing transactions that are not possible to reverse, under the assumption they were genuine transaction requests. Bridge Hacks: Cross-chain bridges, which allow players to move their assets between their respective blockchains, continually face hacks, requiring vigilance from players and developers. Scams and Rug Pulls: Rug pulls occur when a game project raises money and leaves, leaving player assets worthless. Regulatory Ambiguity: Global regulations remain unclear; risks exist for players and developers alike. While blockchain alone won’t resolve every issue, it remediates the responsibility of the first principles, more so when joined by processes such as auditing, education, and the right governance, which can improve their contribution to the security landscapes in game ecosystems. Real Life Examples of Blockchain Security in Web3 Gaming Axie Infinity (Ronin Hack): The Axie Infinity game and several projects suffered one of the biggest hacks thus far on its Ronin bridge; however, it demonstrated the effectiveness of multi-sig security and the effective utilization of decentralization. The industry benefited through learning and reflection, thus, as projects have implemented changes to reduce the risks of future hacks or misappropriation. Immutable X: This Ethereum scaling solution aims to ensure secure NFT transactions for gaming, allowing players to trade an asset without the burden of exorbitant fees and fears of being a victim of fraud. Enjin: Enjin is providing a trusted infrastructure for Web3 games, offering secure NFT creation and transfer while reiterating that ownership and an asset securely belong to the player. These examples indubitably illustrate that despite challenges to overcome, blockchain remains the foundational layer on which to build more secure Web3 gaming environments. Benefits of Blockchain Security for Players and Developers For Players: Confidence in true ownership of assets Transparency in in-game economies Protection against nefarious trades/scams For Developers: More trust between players and the platform Less reliance on centralized infrastructure Ability to attract wealth and players based on provable fairness By incorporating blockchain security within the mechanics of game design, developers can create and enforce resilient ecosystems where players feel reassured in investing time, money, and ownership within virtual worlds. The Future of Secure Web3 Gaming Ecosystems As the wisdom of blockchain technology and industry knowledge improves, the future for secure Web3 gaming looks bright. New growing trends include: Zero-Knowledge Proofs (ZKPs): A new wave of protocols that enable private transactions and secure smart contracts while managing user privacy with an element of transparency. Decentralized Identity Solutions (DID): Helping players control their identities and decrease account theft risks. AI-Enhanced Security: Identifying irregularities in user interactions by sampling pattern anomalies to avert hacks and fraud by time-stamping critical events. Interoperable Security Standards: Allowing secured and seamless asset transfers across blockchains and games. With these innovations, blockchain will not only secure gaming assets but also enhance the overall trust and longevity of Web3 gaming ecosystems. Conclusion Blockchain is more than a buzzword in Web3; it is the only way to host security, fairness, and transparency. With blockchain, players confirm immutable ownership of digital assets, there is a decentralized infrastructure, and finally, it supports smart contracts to automate code that protects players and developers from the challenges of digital economies. The threats, vulnerabilities, and scams that come from smart contracts still persist, but the industry is maturing with better security practices, cross-chain solutions, and increased formal cryptographic tools. In the coming years, blockchain will remain the base to digital economies and drive Web3 gaming environments that allow players to safely own, trade, and enjoy their digital experiences free from fraud and exploitation. While blockchain and gaming alone entertain, we will usher in an era of secure digital worlds where trust complements innovation. The Role of Blockchain in Building Safer Web3 Gaming Ecosystems was originally published in Coinmonks on Medium, where people are continuing the conversation by highlighting and responding to this story
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