Unlocking the Future_ The Magic of Content On-Chain Royalties

George Bernard Shaw
6 min read
Add Yahoo on Google
Unlocking the Future_ The Magic of Content On-Chain Royalties
Beyond the Hype Unlocking Real Wealth with Blockchain Financial Opportunities
(ST PHOTO: GIN TAY)
Goosahiuqwbekjsahdbqjkweasw

Unlocking the Future: The Magic of Content On-Chain Royalties

In a world where creativity knows no bounds and digital innovation is at the forefront of progress, the traditional methods of content distribution and monetization are evolving rapidly. Enter the realm of "Content On-Chain Royalties," a transformative concept that promises to revolutionize how we perceive, create, and earn from digital content.

The Dawn of On-Chain Royalties

Imagine a world where every piece of digital content you create earns you a fair share of the revenue, no matter how many times it’s shared, sold, or remixed. This isn’t just a dream; it’s the dawn of on-chain royalties, a concept where blockchain technology plays a central role in ensuring that creators receive continual compensation.

On-chain royalties leverage the power of smart contracts and decentralized ledgers to automate and secure the distribution of royalties. Essentially, whenever your digital content is used or resold, a portion of the proceeds is automatically transferred to you, thanks to the immutable and transparent nature of blockchain technology.

The Mechanics Behind On-Chain Royalties

To understand the magic behind on-chain royalties, let’s break down the core components:

Smart Contracts

At the heart of on-chain royalties are smart contracts—self-executing contracts with the terms of the agreement directly written into code. These contracts automatically enforce the terms of the royalty agreements, ensuring that every time your content is used, a predetermined percentage is transferred to you.

Smart contracts eliminate the need for intermediaries, reducing costs and increasing transparency. They run on decentralized platforms like Ethereum, making the process secure and tamper-proof.

Blockchain Technology

Blockchain technology provides the decentralized, transparent ledger that records all transactions related to your content. This ledger is accessible to anyone, ensuring that every transaction is visible and verifiable. The transparency offered by blockchain builds trust among creators, buyers, and platforms.

Decentralized Platforms

Platforms like Ethereum, Polygon, and various NFT marketplaces enable the seamless integration of on-chain royalties. These platforms host smart contracts that govern the distribution of royalties, ensuring that creators receive their due compensation every time their work is monetized.

Benefits of On-Chain Royalties

Fair Compensation

One of the most significant advantages of on-chain royalties is the guarantee of fair compensation. Traditional royalty systems often involve complex negotiations and middlemen, which can lead to creators receiving a fraction of the revenue generated from their work. On-chain royalties, however, ensure that creators receive a fair share of the proceeds every time their content is used or resold.

Transparency

Transparency is a cornerstone of blockchain technology. Every transaction related to your content is recorded on the blockchain, providing a clear and immutable audit trail. This transparency builds trust and ensures that creators can always verify their earnings.

Efficiency

On-chain royalties streamline the process of royalty distribution. Traditional methods often involve lengthy paperwork and delays, but smart contracts automate the entire process, making it faster and more efficient. Creators no longer need to wait for payments or negotiate royalties—they are automatically distributed thanks to the power of blockchain.

Accessibility

The decentralized nature of blockchain makes on-chain royalties accessible to anyone with an internet connection. This democratization of content monetization opens up new opportunities for emerging artists and creators who might otherwise struggle to find fair compensation through traditional channels.

Real-World Examples

To truly understand the impact of on-chain royalties, let’s look at some real-world examples:

Digital Art

Digital artists have been among the earliest adopters of on-chain royalties. Platforms like OpenSea and Rarible enable artists to tokenize their digital artwork as NFTs, embedding smart contracts that automatically distribute royalties every time the artwork is resold. This ensures that artists receive continual compensation, even after the initial sale.

Music

In the music industry, on-chain royalties are revolutionizing how artists earn from their work. Blockchain-based platforms like Audius and Audire enable musicians to embed royalties in their music tracks. Every time a song is streamed, downloaded, or sold, a portion of the proceeds is automatically transferred to the artist, ensuring fair and transparent compensation.

Video Content

Content creators on platforms like YouTube and Vimeo can now leverage on-chain royalties to ensure they receive compensation every time their videos are monetized or shared. Blockchain-based platforms like BitTube and Storj are enabling this new paradigm, allowing creators to earn continually from their digital content.

The Future of Content On-Chain Royalties

The future of content on-chain royalties is incredibly promising. As blockchain technology continues to evolve, we can expect even more sophisticated and user-friendly solutions to emerge. Here are some potential trends:

Enhanced Smart Contracts

Future smart contracts will be more advanced, incorporating features like conditional royalties, where payments can be tied to specific conditions (e.g., geographic location, time of year). This adds a new layer of complexity and creativity to royalty structures.

Cross-Platform Integration

We can anticipate more seamless integration between different blockchain platforms and traditional content distribution channels. This will make it easier for creators to embed on-chain royalties across various platforms, ensuring that they earn from their content regardless of where it’s shared.

Decentralized Autonomous Organizations (DAOs)

DAOs could play a significant role in managing and distributing on-chain royalties. These decentralized organizations could be governed by a community of stakeholders, ensuring fair and democratic distribution of royalties. This could lead to more equitable and transparent royalty models.

Conclusion

The world of content on-chain royalties represents a monumental shift in how we think about creativity and monetization. By leveraging the power of blockchain technology, creators can now enjoy fair, transparent, and efficient compensation for their digital content. As this technology continues to evolve, we can look forward to a future where every creator’s voice is heard and fairly rewarded.

Stay tuned for Part 2, where we will delve deeper into the technical aspects of implementing on-chain royalties and explore how creators can get started with this revolutionary approach.

Unlocking the Future: The Magic of Content On-Chain Royalties (Continued)

In the previous part, we explored the transformative potential of content on-chain royalties and how blockchain technology is revolutionizing the way creators earn from their digital content. Now, let’s dive deeper into the technical aspects of implementing on-chain royalties and discover practical steps for creators looking to embrace this new paradigm.

Technical Deep Dive: Implementing On-Chain Royalties

Smart Contract Development

The foundation of on-chain royalties lies in smart contracts. These self-executing contracts automate the distribution of royalties and ensure that creators receive compensation every time their content is used or resold. Here’s a closer look at how smart contract development fits into the picture:

Writing Smart Contracts

Smart contracts are typically written in programming languages like Solidity (for Ethereum) or Vyper. These contracts define the rules and conditions for royalty distribution, specifying the percentage of proceeds that should be allocated to creators and any other stakeholders.

For example, a smart contract might include clauses like:

Royalty Percentage: Defines the percentage of revenue that should be paid to the creator. Payees: Specifies the addresses of the recipients, such as the original creator, any co-creators, and other stakeholders. Trigger Events: Defines the events that trigger royalty payments, such as sales, streams, or downloads.

Testing and Auditing

Once a smart contract is written, it needs to be thoroughly tested to ensure it functions correctly and securely. This involves:

Unit Testing: Verifying that individual functions within the smart contract work as expected. Integration Testing: Ensuring that the smart contract interacts correctly with other smart contracts and blockchain components. Security Audits: Conducting audits to identify and fix potential vulnerabilities. This can involve hiring third-party security experts to review the code.

Deployment

After testing and auditing, the smart contract is deployed on a blockchain network. This involves:

Gas Fees: Paying a fee in cryptocurrency (like Ether on Ethereum) to deploy the contract. Deployment Address: Receiving a unique address where the smart contract is stored and can be interacted with.

Blockchain Platforms

Several blockchain platforms facilitate the implementation of on-chain royalties. Each platform offers unique features and advantages:

Ethereum

Ethereum is one of the most popular platforms for on-chain royalties due to its robust infrastructure and extensive ecosystem. Key features include:

Smart Contract Functionality: Supports complex smart contracts with extensive functionality. Decentralized Applications (DApps): Hosts numerous DApps that enable on-chain royalty management. Community and Developer Support: Large community and developer support make it easier to find resources and assistance.

Polygon

Polygon is a Layer 2 scaling solution for Ethereum that offers faster and cheaper transactions. It’s particularly appealing for on-chain royalties because:

Reduced Gas Fees: Lower transaction fees compared to Ethereum. Faster Transactions: Quicker transaction times due to its Layer 2 technology. Interoperability: Seamless interactionwith Ethereum and other blockchain networks.

Flow

Flow is another blockchain platform designed for digital assets and on-chain royalties. It offers:

Ease of Use: User-friendly interface and developer tools. Scalability: Built for high throughput and low latency. Integration with NFTs: Native support for non-fungible tokens (NFTs).

Tezos

Tezos is a blockchain platform known for its self-upgrading governance and smart contract capabilities. It’s suitable for on-chain royalties due to:

On-Chain Governance: Ability to upgrade the blockchain protocol without disrupting the network. Smart Contracts: Supports complex smart contracts similar to Ethereum. Ecosystem: Growing ecosystem with a focus on decentralized applications.

Integrating On-Chain Royalties into Content

Now that we’ve covered the technical aspects, let’s explore how creators can integrate on-chain royalties into their content.

Digital Art

For digital artists, tokenizing their artwork as NFTs is a common approach. Here’s how it works:

Create an NFT: Use a platform like OpenSea or Rarible to mint your artwork as an NFT. Embed Smart Contracts: When creating the NFT, embed the smart contract that defines the royalty structure. Set Royalty Percentage: Specify the percentage of proceeds to be paid to the creator every time the NFT is resold. List for Sale: List the NFT on the marketplace for buyers. Royalty Distribution: Every time the NFT is sold, the smart contract automatically calculates and distributes the royalties to the creator.

Music

For musicians, integrating on-chain royalties involves:

Tokenize Music: Use platforms like Audius or Audire to tokenize your music tracks. Smart Contract Integration: Embed smart contracts that define the royalty distribution. Royalty Percentage: Set the percentage of revenue to be paid to the artist for every stream, download, or sale. Distribute Royalties: Every time the music is monetized, the smart contract ensures that the artist receives their share of the revenue.

Video Content

Content creators can leverage on-chain royalties for videos by:

Tokenize Videos: Use platforms like BitTube or Storj to tokenize video content. Smart Contracts for Royalties: Embed smart contracts that specify royalty distribution. Royalty Setup: Set the percentage of revenue to be paid to the creator for every view, share, or sale. Automated Payments: Every time the video is monetized, the smart contract automatically distributes the royalties to the creator.

Practical Steps for Creators

Here’s a step-by-step guide for creators looking to implement on-chain royalties:

Choose a Blockchain Platform: Select a blockchain platform that suits your needs (e.g., Ethereum, Polygon, Flow, Tezos). Develop Smart Contracts: Write and test the smart contracts that define your royalty structure. Mint NFTs (if applicable): If you’re dealing with digital art, music, or video, mint your content as NFTs. Set Up Royalties: Define the royalty percentage and specify the addresses of the recipients. Deploy Smart Contracts: Deploy the smart contracts on the chosen blockchain network. List Content for Sale: If applicable, list your NFTs or monetized content on a marketplace. Monitor Royalties: Use tools and platforms to monitor royalty distribution and ensure that payments are being made correctly.

Conclusion

The integration of on-chain royalties represents a significant leap forward in how creators can earn from their digital content. By leveraging blockchain technology and smart contracts, creators can ensure fair, transparent, and automated compensation every time their content is used or resold. As the technology continues to evolve, we can expect even more innovative solutions that empower creators and revolutionize the digital economy.

Stay tuned for more insights on the future of on-chain royalties and how you can harness this technology to maximize your earnings.

End of Part 2

Programmable Bitcoin Layers: The Future of Decentralized Finance

In the rapidly evolving world of digital currency, one concept stands out for its potential to revolutionize decentralized finance (DeFi) and reshape the financial landscape: Programmable Bitcoin Layers. This idea, which merges the robust security of Bitcoin with the flexibility of programmable smart contracts, is poised to unlock new dimensions of financial innovation.

Understanding Bitcoin and Blockchain

To appreciate the significance of Programmable Bitcoin Layers, it’s essential to understand the foundational elements of Bitcoin and blockchain technology. Bitcoin, created in 2009 by an anonymous person or group known as Satoshi Nakamoto, was the first decentralized digital currency. It operates on a blockchain, a distributed ledger that records all transactions across a network of computers. This ensures transparency, security, and decentralization, allowing Bitcoin to function without a central authority.

The Emergence of Programmable Bitcoin Layers

Programmable Bitcoin Layers take this concept further by integrating Bitcoin with the world of smart contracts. Smart contracts are self-executing contracts with the terms of the agreement directly written into code. They automatically enforce and execute the terms of the contract when predetermined conditions are met. By layering programmable smart contracts onto Bitcoin, we can create a dynamic and adaptable financial ecosystem.

What Are Programmable Bitcoin Layers?

At its core, a Programmable Bitcoin Layer is a framework that allows Bitcoin to interact with other blockchain networks and smart contracts in a programmable way. This means that Bitcoin can be used not just as a store of value but as a versatile asset that can participate in complex financial instruments, decentralized applications (dApps), and automated trading systems.

Key Features of Programmable Bitcoin Layers

Interoperability: Programmable Bitcoin Layers enable seamless interaction between Bitcoin and other blockchain networks. This interoperability allows Bitcoin to be integrated into various DeFi protocols, lending platforms, and trading systems, thereby expanding its use cases and potential.

Smart Contract Integration: By integrating smart contracts, Programmable Bitcoin Layers can automate complex financial transactions. This includes automating payments, executing trades, and managing collateralized loans, all without relying on traditional financial intermediaries.

Increased Flexibility: Programmable Bitcoin Layers offer a high degree of flexibility. Users can create bespoke financial products and services tailored to their specific needs. This flexibility opens up a world of possibilities, from decentralized lending to automated investment strategies.

Enhanced Security: Leveraging the security features of Bitcoin’s blockchain, Programmable Bitcoin Layers provide a secure environment for executing financial transactions. The immutable nature of blockchain ensures that once a transaction is recorded, it cannot be altered or reversed, providing a high level of trust.

The Potential Impact on DeFi

Programmable Bitcoin Layers hold immense potential for transforming DeFi. Here are some of the ways they could impact the industry:

Decentralized Lending and Borrowing: With Programmable Bitcoin Layers, lenders and borrowers can create decentralized lending platforms where Bitcoin can be used as collateral for loans. Smart contracts can automate the lending process, ensuring that loans are repaid on time and that collateral is managed securely.

Automated Trading: Traders can use Programmable Bitcoin Layers to create automated trading systems that execute trades based on pre-defined conditions. This could lead to more efficient and liquid markets, as trades can be executed without human intervention.

Decentralized Insurance: Programmable Bitcoin Layers can be used to create decentralized insurance products. Smart contracts can automatically trigger payouts based on predefined conditions, such as the occurrence of a natural disaster or a specific market event.

Decentralized Finance Ecosystem: By integrating with various DeFi protocols, Programmable Bitcoin Layers can create a cohesive and interconnected ecosystem. This could lead to the development of new financial products and services, further driving innovation in the DeFi space.

Challenges and Considerations

While the potential of Programmable Bitcoin Layers is enormous, there are several challenges that need to be addressed:

Scalability: Bitcoin’s blockchain, while secure, can struggle with scalability issues. To support the high transaction volumes required for widespread adoption, solutions like the Lightning Network or Layer 2 protocols will need to be integrated.

Complexity: The integration of smart contracts and Bitcoin’s blockchain can be complex. Developers need to ensure that the code is secure and free from vulnerabilities to prevent hacks and exploits.

Regulatory Concerns: As with all financial innovations, regulatory concerns will play a significant role. It will be crucial to navigate the regulatory landscape to ensure that Programmable Bitcoin Layers are compliant with existing laws and regulations.

User Adoption: For Programmable Bitcoin Layers to succeed, there needs to be widespread adoption among users and developers. Education and user-friendly interfaces will be key to driving adoption.

Conclusion

Programmable Bitcoin Layers represent a groundbreaking approach to leveraging the strengths of Bitcoin and the flexibility of smart contracts to create a dynamic and innovative financial ecosystem. As we continue to explore this concept, it holds the promise of unlocking new possibilities in decentralized finance, driving innovation, and transforming the way we think about digital currency.

In the next part, we will delve deeper into the technical aspects of Programmable Bitcoin Layers, explore real-world applications, and discuss the future trends in this exciting field.

Programmable Bitcoin Layers: The Future of Decentralized Finance (Continued)

Building on the foundational understanding of Bitcoin and blockchain technology, we now turn our attention to the technical intricacies and real-world applications of Programmable Bitcoin Layers. This exploration will uncover how these layers can drive innovation in decentralized finance and beyond.

Technical Aspects of Programmable Bitcoin Layers

To fully grasp the potential of Programmable Bitcoin Layers, it’s essential to dive into the technical details that make them possible. Here’s a closer look at the key components:

Bitcoin Script: At the heart of Programmable Bitcoin Layers lies Bitcoin’s scripting language, Bitcoin Script. This language allows for the creation of complex transactions and the implementation of smart contracts. Bitcoin Script is a stack-based language that enables developers to write scripts that define the rules for Bitcoin transactions.

Op Codes: Bitcoin Script uses a set of op codes to perform operations on the stack. These op codes allow for the execution of complex logic within Bitcoin transactions. For example, the op code OP_IF enables conditional execution of scripts, which is crucial for implementing smart contracts.

Smart Contract Development: To create Programmable Bitcoin Layers, developers need to write smart contracts using Bitcoin Script. These contracts define the terms and conditions of financial transactions and automatically enforce them. While Bitcoin Script is less powerful than more advanced smart contract languages like Solidity (used in Ethereum), it offers unique capabilities that can be leveraged for innovative applications.

Interoperability Protocols: To enable seamless interaction between Bitcoin and other blockchain networks, interoperability protocols are essential. These protocols facilitate the transfer of Bitcoin across different blockchains and ensure that transactions are executed correctly. Examples include the Atomic Swap protocol and the Bitcoin Liquid Network.

Real-World Applications

The potential applications of Programmable Bitcoin Layers are vast and varied. Here are some examples that highlight their transformative impact:

Decentralized Finance (DeFi): One of the most significant applications of Programmable Bitcoin Layers is in DeFi. By integrating Bitcoin with DeFi protocols, users can access a wide range of financial services without relying on traditional banks. This includes decentralized exchanges, lending platforms, insurance products, and more. For instance, a user could lend their Bitcoin on a decentralized lending platform, earning interest automatically through smart contracts.

Automated Trading: Programmable Bitcoin Layers can revolutionize automated trading systems. Traders can use smart contracts to execute trades based on specific conditions, such as price thresholds or market trends. This automation can lead to more efficient and liquid markets, as trades can be executed without human intervention, reducing the risk of errors and delays.

Decentralized Insurance: Another exciting application is decentralized insurance. By using smart contracts, users can purchase insurance policies that automatically trigger payouts based on predefined conditions. For example, an insurance policy could be triggered if a natural disaster occurs, ensuring that the policyholder receives compensation promptly.

Cross-Chain Transactions: Programmable Bitcoin Layers can facilitate cross-chain transactions, allowing Bitcoin to interact with other blockchain networks seamlessly. This interoperability can enable new use cases, such as cross-chain lending, where Bitcoin can be used as collateral on different blockchains.

Future Trends and Innovations

As we look to the future, several trends and innovations are likely to shape the development and adoption of Programmable Bitcoin Layers:

Layer 2 Solutions: To address scalability issues, Layer 2 solutions like the Lightning Network will play a crucial role. These solutions can handle a higher volume of transactions off the main blockchain, improving efficiency and reducing costs.

Advanced Smart Contracts: While Bitcoin Script is powerful, more advanced smart contract languages may be developed to enhance programmability. These languages could offer greater flexibility and security, enabling more complex and innovative applications.

Regulatory Frameworks: As the technology matures, regulatory frameworks will need to evolve to accommodate Programmable Bitcoin Layers. Clear and consistent regulations will be essential to build trust and encourage widespread adoption.

User-Friendly Interfaces: To drive user adoption, it will be crucial to develop user-friendly interfaces and tools. These interfaces will make it easier for users to interact with Programmable Bitcoin Layers, regardless of their technical expertise.

5Part 2 (continued):

Programmable Bitcoin Layers: The Future of Decentralized Finance (Continued)

The future of Programmable Bitcoin Layers is filled with exciting possibilities and transformative potential. As the technology continues to evolve, it will likely shape the landscape of decentralized finance and beyond. Here are some key trends and innovations that are expected to drive the next wave of development and adoption.

1. Layer 2 Solutions for Scalability

Scalability has always been a challenge for Bitcoin, especially as its user base and transaction volume grow. Layer 2 solutions, such as the Lightning Network, offer a promising solution by enabling faster and cheaper transactions off the main blockchain. The Lightning Network, for example, allows for micropayments and high-speed transactions in a decentralized manner. By integrating Layer 2 solutions with Programmable Bitcoin Layers, we can address scalability issues and ensure that the system can handle a large number of transactions without compromising on speed or security.

2. Advanced Smart Contracts

While Bitcoin Script is a powerful scripting language, it has its limitations. As the need for more complex and secure smart contracts grows, new scripting languages and frameworks may emerge to enhance programmability. These advanced smart contracts will enable developers to create more sophisticated financial instruments and decentralized applications. For example, a new smart contract language could offer features like multi-signature authentication, advanced conditional logic, and enhanced security measures, all of which are crucial for building trust in decentralized finance.

3. Regulatory Frameworks

As Programmable Bitcoin Layers become more mainstream, regulatory frameworks will play a crucial role in shaping their development and adoption. Clear and consistent regulations will be essential to build trust and encourage widespread use. Regulators will need to strike a balance between fostering innovation and protecting consumers. This may involve creating guidelines for smart contract development, establishing standards for cross-chain transactions, and ensuring the security and compliance of decentralized financial products.

4. User-Friendly Interfaces and Tools

To drive user adoption, it is crucial to develop user-friendly interfaces and tools that make it easier for users to interact with Programmable Bitcoin Layers. These interfaces will need to be intuitive and accessible, regardless of the user's technical expertise. For example, wallet applications could provide simple, visual interfaces for managing Bitcoin and interacting with smart contracts. Additionally, educational resources and support will be essential to help users understand the benefits and risks of using Programmable Bitcoin Layers.

5. Cross-Chain Interoperability

Interoperability will be a key driver of innovation in the blockchain space. Programmable Bitcoin Layers will need to integrate seamlessly with other blockchain networks to unlock new use cases and applications. This will involve the development of advanced interoperability protocols that enable the transfer of Bitcoin across different blockchains while maintaining security and efficiency. Cross-chain interoperability will open up opportunities for decentralized finance, allowing users to leverage the strengths of multiple blockchains and creating a more interconnected and cohesive ecosystem.

6. Decentralized Autonomous Organizations (DAOs)

Programmable Bitcoin Layers will play a significant role in the development of Decentralized Autonomous Organizations (DAOs). DAOs are organizations that operate without central authority, governed by smart contracts. By integrating Bitcoin with DAOs, we can create decentralized entities that manage assets, make decisions, and execute actions based on predefined rules. This could lead to more transparent and democratic governance models, as well as new opportunities for fundraising and investment.

7. Decentralized Autonomous Insurance (DAI)

Building on the concept of decentralized insurance, Programmable Bitcoin Layers can enable the creation of Decentralized Autonomous Insurance (DAI) systems. These systems will use smart contracts to automatically trigger payouts based on predefined conditions, such as the occurrence of a natural disaster or a specific market event. DAI can provide a more efficient and reliable insurance model, as payouts can be executed without human intervention, reducing the risk of delays and disputes.

8. Decentralized Autonomous Trading Platforms (DATPs)

Programmable Bitcoin Layers can revolutionize trading by enabling the creation of Decentralized Autonomous Trading Platforms (DATPs). These platforms will use smart contracts to automatically execute trades based on predefined conditions, such as price thresholds or market trends. DATPs can lead to more efficient and liquid markets, as trades can be executed without human intervention, reducing the risk of errors and delays.

Conclusion

Programmable Bitcoin Layers represent a groundbreaking approach to leveraging the strengths of Bitcoin and the flexibility of smart contracts to create a dynamic and innovative financial ecosystem. As we continue to explore this concept, it holds the promise of unlocking new possibilities in decentralized finance, driving innovation, and transforming the way we think about digital currency.

The technical intricacies, real-world applications, and future trends discussed in this article highlight the transformative potential of Programmable Bitcoin Layers. By addressing challenges like scalability, complexity, and regulatory concerns, and by fostering user adoption through user-friendly interfaces and tools, we can unlock the full potential of this technology.

In the years to come, Programmable Bitcoin Layers will likely play a crucial role in shaping the future of decentralized finance and beyond. As the technology evolves, it will open up new opportunities for innovation, efficiency, and democratization, ultimately redefining the financial landscape.

The Fuel Developer Incentives Explosion_ Unlocking Potential in the Digital Age

The LRT High-Yield Modular Boom_ Revolutionizing Urban Infrastructure

Advertisement
Advertisement