For a review of terms like “DMP” and “DSP” terminology please see related post: Mass within the RTB system
The Mass DMP Node aims to accomplish two goals:
- Guarantee superior user experience through elevated performance
- Provide security for buyers and sellers of data on the Mass Network
I. Performance requirements
Let’s start by considering that a typical DSP has only 50-100ms to get information about a visitor. Now, take a look at how it works on the Mass Network:
Without a Mass DMP, the additional actions required for performance and security make such a small time-window unfeasible:
- DSP makes a query to determine whether the given user profile matches any requested asks
- If asks are present then DSP pays user for their profile
- User-agent sells encrypted profile to advertiser
Assuming both parties have fast internet connections the above steps will take at least 150-200 ms. Moreover, the incumbent DSP software requires a built-in wallet to pay users for their profiles.
The Mass solution is to have users upload encrypted profiles to the Mass DMP. These profiles are then sent to DSPs upon request. DSP is charged based on the profile’s market value and this payment is then deposited into the user’s wallet.
II. Security requirements
Without a counter-party like Mass DMP security-breaches or fraud is possible:
1. The Mass ecosystem needs a billing processor to protect the rights of data buyers. But, Blockchain-based payments are non-revocable. To solve this problem, the Mass DMP is needed to arbitrate situations such as when a user receives payment despite sending broken or invalid profile data.
The Mass DMP, with its built-in billing processor, prevents faulty or broken transactions. Either a valid profile is given and the user receives money or the profile is not given and the DSP is not charged. In case of user fraud, the payment can be rolled back.
2. When transacting with DSPs, Mass users have a signed-by-Mass-Partner token which confirms the presence of a Mass ID user. This signed message contains the user’s primary Mass ID (the unique credentials that allow a user to receive Mass Coin). If a DSP could directly obtain a signed-tag signature, then it also could obtain a user’s Mass ID, which could be used for user data-harvesting or other nefarious purposes. The Mass DMP ensures that a DSP receives only a temporary user id and prevents sharing any other unauthorized data.