The platform identified that the free internet faces problems as the duopoly controls the 60 percent market, the ad-tech costs are unattributed, and the web traffic comes in bots. The platform has created an open-source protocol to facilitate data commons. This protocol establishes a privacy-based infrastructure to monetize and share user data to overcome the issues. Also, a trustless and transparent incentivized system ensures the best outcomes for advertisers, publishers, and users. The user's data privacy is assured by leveraging the advanced technology that enhances campaigns' data quality and outcomes.

As its whitepaper suggests, FCL is the native cryptocurrency that fuels the incentive mechanism of the networks protocol. FCL is an ERC-20 token that lives on the Ethereum blockchain. The token serves as a utility token by allowing advertisers to pay bid prices in FCL and staking services for advertisers, verifiers, and insurers in Arbitrage and Ad. Furthermore, the platform seeks to incentivize the early adopters of the  protocol by offering users the opportunity to stake tokens of the attested data.

Overall, the platform is designed to create a data commons and ensure fair competition against the market duopoly. The protocol develops technical infrastructure and market dynamics to incentivize and allow actual value distribution in the Advertisement market.

History of Fractal (FCL)

The official whitepaper of Fractal was launched on Feb 01, 20215. The platform was officially founded in 2017, and Ocean protocol became the first client of Fractal ID. The platform leaders include Julian Leitloff, founder and CEO of the platform; Julio Santos, co-founder and CPO; and Anna Bikmetova, VP of operations.