Whitepaper

May 25, 2018 - Liberdy will offer Suite of Applications for All Ecosystem Participants . ..... Liberdy provides its users with a client application for both iOS and Android devices. These .... sufficient speed for scaled read/ write capabilities.
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The data trading foundation that rewards users

White paper Version 1.1 | May, 2018

Table of Contents Legal Disclaimer .............................................................................................................................................................................. 3 Executive Summary ...................................................................................................................................................................... 4 Adtech 3.0: Liberdy and Revitalization ................................................................................................................................. 6 Vision ................................................................................................................................................................................................. 10 Key Partners in The Ecosystem ............................................................................................................................................. 10 LIBERDY: The New Adtech Ecosystem .................................................................................................................................12 Ecosystem Principles ...................................................................................................................................................................13 The Data Foundation: A Trusted, Independent Data Storehouse .............................................................................15 User Applications ..........................................................................................................................................................................17 3rd Party Anonymous Login .................................................................................................................................................... 18 Advertising Data Application (ADAs) ................................................................................................................................... 19 Infrastructure .................................................................................................................................................................................21 Kick-Starting the New Adtech Adoption ........................................................................................................................... 26 Liberdy will offer Suite of Applications for All Ecosystem Participants ..............................................................27 The LIB Token ................................................................................................................................................................................27 Token Transactional Usage ..................................................................................................................................................... 28 Token Launch ................................................................................................................................................................................ 29 Conclusion ........................................................................................................................................................................................31 Road Map ......................................................................................................................................................................................... 32 Meet the Team .............................................................................................................................................................................. 34

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Legal Disclaimer WE RECOMMEND YOU CONSULT A LEGAL, FINANCIAL, TAX OR OTHER PROFESSIONAL ADVISOR(S) OR EXPERT(S) FOR FURTHER GUIDANCE prior to participating in the Liberdy token sale outlined in this White Paper. Liberdy does not recommend purchasing Tokens for speculative investment purposes. Tokens do not entitle you to any equity, corporate governance, dividends, voting or similar right or entitlement in Liberdy or in any of its affiliated companies. Tokens are sold as digital assets, similar to downloadable software, digital music and the like. Liberdy does not recommend that you purchase Tokens unless you have prior experience with cryptographic tokens, blockchain-based software and distributed ledger technology and unless you have taken independent professional advice. Citizens, nationals, residents (tax or otherwise) and/or green card holders of each of: (i) South Korea; (ii) the People’s Republic of China; or (iii) any other jurisdiction which prohibits the possession, dissemination or communication of the Available Information and/or prohibits participation in the Token Sale or the purchase of Tokens or any such similar activity or any other Restricted Persons are not permitted to participate in the Token Sale. Liberdy does not make or purport to make, and hereby disclaims, any representation, warranty or undertaking in any form whatsoever to any entity or person, including any representation, warranty or undertaking in relation to the truth, accuracy and completeness of any of the information set out in the Available Information. The provision of information in this document is not based on your individual circumstances and should not be relied upon as an assessment of suitability for you of a particular token, product, service, or transaction. It does not constitute investment advice, tax advice or legal advice and Liberdy makes no recommendation as to the suitability of any of the tokens, products, services or transactions mentioned herein. Liberdy is not licensed nor authorized by any financial regulator and shall not be considered as, and may not be used in connection with, offering to sell or the solicitation of an offer to buy tokens in any jurisdiction in which such offer or solicitation is unlawful. The Liberdy tokens to be allocated by Liberdy are currently not listed and may not be listed in any regulated securities exchange nor cryptocurrencies exchange and may not be liquidized by token holders. You should carefully consider and evaluate each of the risk factors and all other information published by Liberdy from time to time through its website at https://www.liberdy.io

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Executive Summary

Liberdy was established by digital advertising and media veterans, with the goal of revolutionizing the digital advertising industry. Liberdy is creating a new advertising ecosystem that is rooted in the opportunities of data-driven advertising, but that specifically rectifies the significant problems of end- user data exposure, control and accuracy.

The Adtech industry is broken and as a result, both consumers and advertisers are suffering.

Data is primarily gathered and controlled by 2 advertisers - Facebook & Google. Unfortunately, their dominance has emboldened them to be very aggressive, even reckless, with user data - our data. Personal data is shared, resold and impossible to control - exposing specific personal details to innumerable advertisers, politicians and hackers. Additionally, this has provided the powerful duopoly with an unfair edge in the Ad-tech industry where other advertisers - who are careful with users’ data- are placed at a severe competitive disadvantage.

Liberdy is building an efficient, robust and precise Adtech ecosystem that values users and their data.

Liberdy's ecosystem enables all advertisers to access permissioned-based data from end users for effective advertising. Liberdy enables qualified advertisers access to unparalleled, accurate data, yet makes the data anonymous and provides safeguards for its protection and use. By embracing users as equal partners and also as the owners of their data, Liberdy is dedicated to providing a new, transparent, decentralized and vibrant digital advertising economy. With the creation of Liberdy’s Data Foundation platform users regain anonymity and also full access and control of their personal information. Liberty sees users as the true data owners and as partners in building the future of permission-based advertising.

Liberdy’s new infrastructure rebalances Adtech players with transparency, access and control.

Technologically, through blockchain infrastructure, Liberdy will provide the most comprehensive, accurate data management platform for advertisers and the most transparent, controlled data infrastructure for digital users. With Liberty, advertisers will now have unprecedented access to information that comes from a cross-section of data sources (ranging from search engines to social networking sites to shopping sites) that are validated by users. The use of blockchain technology and decentralized storage enables a transparent flow of data from the user to the advertiser, when granting the user full control of his or her data. Our unique development allows for online anonymity, from targeting advertisements to

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providing an anonymous sign in option for 3rd party sites. This will relieve the user from the risks associated with data proliferation and leakage. Liberdy is rebuilding the Adtech ecosystem. The Liberdy solution aims to rebalance the ecosystem by harnessing technological developments for improved advertising relevancy and performance while offering users a controlled and rewarding digital experience.

The Industry Is Approaching its Breaking Point

The ongoing abuses and data breaches that have compromised our data highlight the extent to which today's Adtech model is flawed. Over the last few weeks alone, data leakage from powerful companies like Yahoo, Uber, Equifax, Twitter and lately the Facebook-Cambridge Analytica scandal are examples of current and growing problems in this area. These examples, combined with the upcoming regulatory trigger - GDPR on May 25, 2018, which will limit the stronghold of large corporations over user data and limit their ability to hold and use personal information, marks a landmark for user data liberation, creating a unique window to build a new and enduring ad- tech ecosystem.

New Technologies Will Be Harnessed to Revitalize the Ecosystem

Now, with new regulatory opportunities and unprecedented technological developments we can create a new advertising technology infrastructure that respects user rights and services all advertisers equally.

Liberdy: Adtech Insiders Leading Industry Change

As experienced advertisers we understand the value and responsibility of holding personal data. As concerned internet citizens, we are demanding access, control and anonymity for our personal data. As leaders of the new Adtech movement, we have had enough of an unfair data economy, where information is misused and exploited. And now, we are rallying industry insiders to change and embrace a new approach. These are our roots. This is why Liberdy was formed. Liberdy is a non-profit foundation which is serving as a voice for this popular movement being championed by industry insiders including WhatsApp and Tesla founders and supported by millions of users. Our goal is not to critique specific incidents but to reflect on the foundational flaws and the industry drivers. We then aim to use our vast advertising experience and deep understanding of today’s Adtech ecosystem to build a new data platform and economy, one that is designed to balance the interests of the users and advertisers alike.

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Adtech 3.0: Liberdy and Revitalization Background: Adtech Today

Today, individuals unknowingly forego their control; over their personal information in exchange for ‘free’ services such as social media, search engines, email clients and more. Personal data is gathered and is typically used to improve on-site advertising (a key source of revenue for these companies) or sold to external data services that then resell this data to other advertisers in order to improve advertising campaign results. Users are unwittingly selling their most personal information to advertisers for ‘’free”. The digital advertising industry heavily relies on data as almost every ad that is served is based on the analysis of data and user behavior. The digital advertising data market is estimated to be worth billions of dollars 1. It is the fuel of the performance marketing industry and the focus of efforts advertisers make in targeting defined groups with a personalized message.

European data market size 2016-2018 (Billions)

Size: An Enormous Market with Rocket Growth Fueled by User Data

To understand the value of the personal information given away unwittingly, one can look at the value advertisers earn from that data. In 2017, global digital ad spending reached $228 billion, representing 19% growth over 2016. In 2018, experts anticipate a further 16.5% growth to $266 billion. While this explosive growth is driven by the unmitigated capture and misuse of user data, it is also constrained by it, as permission-based data has the potential to 1

http://www.onaudience.com/files/Global_Data_Market_Size_OnAudience_Report.pdf

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add tremendous value to this industry, with data growth estimated at 27% a year.

Key Players: A Duopoly

Despite the size of this industry, it is primarily controlled by Google and Facebook with these two companies holding more than half of the US digital advertising market, and the largest part of the global market. According to eMarketer, in 2017, Google and Facebook had a combined 63.1% of US digital ad investment 2. Google and Facebook’s leadership in the digital advertising industry was achieved first and foremost by developing successful platforms together with very powerful ecosystems. Over the years, billions of users have gotten accustomed to using their products daily. In this way, both companies have gained access to first hand user data; This is valuable data, our data. More worrisome, is that these two private companies control more than half of the US digital advertising market and have no public scrutiny for the way they use personal information.

Alternatives: There Are Currently No Adequate Alternatives

Launching effective campaigns outside Google and Facebook is very difficult primarily because the data offered by other data providers is not verified but also because it is a very complex process. Outside of this duopoly, advertisers lack robust and accurate data tools to compete effectively. Many advertisers have sought out data from DMPs (Data Management Platforms) as a way to compete against Google/Facebook ads. Unfortunately, DMP data is suspect, incomplete and unreliable. That’s because DMPs rely on 3rd party data providers and do not have access to their own users. This means that the data is already derivative and will lose relevance with the onset of regulation like GDPR that come into effect on May 25, 2018.

Effective Advertising Needs Data

To understand the role of data, it is important to understand how effective advertising works. The key to effective advertising is presenting the right advertisement to the right consumer at the right time, thus matching the correct audience to an ad campaign holds tremendous value. In the current digital advertising ecosystem, the process of advertising can be separated into 2 stages. Firstly, the advertiser purchases Ad- Space (banners), for which they are charged per chosen metric (e.g impressions or clicks). In addition, the advertiser can add a second layer of optimization, according to user data. For instance, they can target the ads only to individuals between the ages of 20-25, (in which case, only these users will see the ad and be included in the metrics, for which the advertiser is paying for). Reliable and accurate data leads to enriched audience targeting capabilities, resulting in the ability to deliver a personalized ad to the right user, at the right time, which is the holy grail of advertising, in light of the resulting in superior performance. 2

https://murphyucladigitalanalytics.files.wordpress.com/2017/03/emarketer_us_ad_spendingthe_emarketer_forecast_for_2017.pdf

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This process happens with many intermediaries and data that is less than accurate, let alone authorized.

This illustration represents the different players in the digital advertising ecosystem. An advertiser launches a campaign, buys media from an ad network or from a purchasing platform (DSP) using data received from a DMP. The campaign is then delivered via SSP (supply side platform) to a publisher and seen by the consumer. Recently, in attempt to enhance data quality and advertising performance, the Adtech companies in this space have invested heavily in Artificial Intelligence (AI). While there have been initial improvements, the data quality gaps still seem to be so substantial that an alternative approach is necessary.

End Users - The Source and Target of Adtech

Today, internet users unwittingly share personal information in order to access online services which presumably are free. Our online presence reveals our interests, the people we contact, the content of our communications, the purchases we make, and so on. Personal information is collected, recorded, and analyzed. This created industry opportunity and threats of big data and advanced analytics. This behind the scenes exchange of personal data for an online experience happens every time we interact with an online service i.e. every time we register or give permissions to a site or an app, every item we search for, or articles we like determine our political interests. When a Facebook or Google login is used, the site or the app we registered to gets our profile, and gains access to the information we’ve agreed to share with Google and Facebook but didn’t explicitly agree to share with the site or the app we registered to. Data has already been established as a digital asset, which is driven by our online activities and used by an increasing number of companies. However, this digital asset currently holds no value as it is traded for free and users don’t get compensated for the use advertisers make

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of their data. For some of the larger data driven companies unchecked usage of personal data has become an insurmountable competitive advantage - even at the expense of user privacy.

Exploitation, Revolt and Regulation

Too often advertisers mistreat personal information and this has damaged the advertising industry. Only within the last months can we see the swelling of concern for the exploitation of user data for advertising purposes. While data usurping used to be the exception, it has become the rule and has tarnished the industry and damage its participants. The continuous stream of data abuses and data breaches that have compromised our data highlight the extent to which today’s Adtech model is flawed. In the last few weeks alone, we have seen data leakage from powerful companies like Yahoo, Uber, Equifax, Twitter and lately the Facebook-Cambridge Analytica scandal. The public pressure is finally bringing about a change. These combined data security concerns have brought a regulatory deadline to improve data protection. Come May 25 2018, with the effect of GDPR, users will start to have visibility and control of who is using their data for what purposes. The passage of the European regulation on General Data Protection (Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of people and the processing of personal data (General Data Protection Regulation or GDPR) changes the game and provides a market opportunity.

For the purposes of online advertising, the aspects that require the most attention are: • • •



Users are the rightful owners of their personal information, and as such, are entitled to get a copy of the collected data in an electronic format The use of personal data may require active consent from the subject. Where consent is required, it must be “a freely given, specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her” All companies outside the EU who share data with the EU must comply with the GDPR.

This also presents further risk for the advertising industry. Most advertising companies and DMP’s rely on 3rd party data providers, and do not have direct access to users. It is likely that most will not receive user consent for using their data (Pagefair 3 study suggests, 90% of users will not be willing to provide consent when asked for it). The GDPR poses a significant threat 3

https://pagefair.com/blog/2017/new-research-how-many-consent-to-tracking/

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to programmatic advertising as it is today. While regulation brings change, it also brings opportunity. These new regulations are meant to give back the ownership of the data to users by requiring active consent from the subject in order to use an individual’s data. Now, public backlash and technological advancement have created a unique window for Liberdy to reimagine a healthy Adtech ecosystem.

Vision

Liberdy is creating a new advertising ecosystem that is grounded in the proven opportunities of data-driven advertising but meets the challenges of end user data exposure, control and accuracy. Liberdy was established by digital advertising and media experts, with the goal of disrupting the digital advertising industry. Liberdy is building a new advertising ecosystem based on principles of control, effectiveness and fairness. Using blockchain technology based smart contracts, the new Adtech model will be anonymized to protect individuals yet provide even more precise targeting. More importantly, individual users will maintain full control and transparency over their personal information and receive income from revenue generated with their personal data. This new advertising ecosystem is set to replace today’s deteriorating Adtech environment that has centralized highly sensitive information in the hands of a few global advertising goliaths, has proven to be reckless in its care, and continuously takes advantage of users’ goodwill, without any substantial compensation. We will revitalize the advertising technology industry through modern technologies, new accountability and principles that recognize and reward all ecosystem partners.

Key Partners in The Ecosystem Revitalizing Advertisers and Restoring User Trust

The Liberdy data foundation will provide a fair, data-based ecosystem, with the native LIB token circulating within it, forming a win-win partnership between advertisers and users. Liberdy will create a transparent and rewarding platform with which users actually feel comfortable sharing their data. Users can choose to share data such as gender, age, likes and dislikes, across all online platforms, anonymously. This creates a mega- profile, in which the foundation can compile and offer superior targeting capabilities to advertisers, while offering advance monetization capabilities to users.

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Not only will users start seeing more relevant ads that they can actually benefit from, but advertisers will see better return on investment as highly targeted campaigns will bring better results. Advertisers can create targeted campaigns that take into account personal attributes, intent, as well as what stage of purchase decision-making the users are at. Specifically, stakeholder benefits will include:

End Users -

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Privacy - Control of who has access to data - Ability to revoke or change permissions - Anonymity of data Personalization - Improved services and experiences based on true activity and interests - Relevant ads and offerings from approved advertisers Rewards - Monetary compensation for data usage - Active ownership and control for future directives and innovation

Advertisers -

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Precise, validated Information - Advertisers will get access to precise data segmented (without intermediary intervention) from its origin A level playing field - Made available to all advertisers - removing the biased advantage that Facebook and Google currently hold over other advertisers - Transparent and trustworthy data stored on a blockchain Complete advertising information - Data segmentation based on multiple data sources that the user provides combining all leading sources New commercial opportunities - Advertisers may choose to accept LIB for goods and services they advertise through Liberdy

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LIBERDY: The New Adtech Ecosystem Introduction

In light of the above, Liberdy and its ecosystem partners are leading Adtech’s revitalization. This time, the industry will be anchored in decentralized technologies and a safe-guarded code of principles to ensure a robust, effective and sustainable ecosystem. In order to lead the recalibration of the Adtech industry, Liberdy will create 4 core components: A secure, not-for-profit Data Foundation, User applications, Advertiser applications and an Integral Infrastructure.

The Data Foundation

The Data Foundation is a decentralized organization with the exclusive purpose of storing, maintaining and enabling controlled access to the data for advertisers’ use. The Foundation is an equal-access resource and not beholden to any proprietary interests. The foundation will develop open source code and will be used by the community

User Applications

Users will use a dedicated client for registering, granting permission to personal data and establishing their digital LIB wallets. Users will use either a direct registration or "anonymous sign-on” capabilities through partners. Thereafter, user data will be added to the Data Foundation for safeguarding. Of course, the user has the full ability to control, revoke or extend permission to access their private content at any point. With their LIB wallet, users will also have personalized offerings where they can find tailored special offerings to purchase with LIB tokens.

Advertising Data Applications - ADAs

The advertising application layer is the one that mediates between advertisers and the Data Foundation. Advertisers use DMP applications to purchase data from the foundation to optimize their campaigns. The Data Foundation will support new advertising applications in order to facilitate the ongoing growth of the ecosystem. These advertising applications are the core monetization channel.

Integrated Infrastructure

Liberdy’s infrastructure provides the basis and guidelines for the flow of data between the Data Foundation, Users, and Advertising applications. It’s comprised of the secured and integrated infrastructure that enables efficient, transparent and scalable growth, without a single point of failure.

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Liberdy Technical Architecture

Ecosystem Principles Liberdy’s component elements embody 3 fundamental principles:

1. Access All advertisers will have equal access to accurate information. To support this principle, a Data Foundation will be established and managed as a neutral, not-forprofit organization. It will operate as a separate entity with each of the participants (LIB holders) having a stake in the directives of the organization. Advertisers that abide by the standards will have access to the data foundation that underpins the new ecosystem. This equal access approach is the antithesis of the proprietary, profit-squeezing that dictates the current data duopoly.

2. Accuracy The new ecosystem will receive users’ consent for the collection of their personal information before their data is validated. This process ensures that any data that is added to the Data Foundation is validated and consent-based. This is a stark contrast to the usurping of data that exists in today's toxic ecosystem. Rectifying this situation will not only lead to more personalized and relevant advertising, but also be the foundation for widespread data-based improvement of advertising effectiveness.

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3. Anonymity, Control & Transparency (ACT) With Liberdy, users will be empowered and incentivized to share their information in a way that matches their needs. As such, they will be active participants in the ecosystem, deciding who accesses what data and for what purposes following the principles of ACT - Anonymity, Control and Transparency: •

Anonymity - following verifications, user data is added to the Data Foundation in an anonymized fashion. By removing personally identifiable information (PII), users are guaranteed a fundamental level of protection. With Liberdy, there is no need for identity disclosure to deliver targeted ads to advertisers: they can capitalize on accurate and complete data without jeopardizing the user’s personally identifiable information. The Data Foundation’s anonymity ensures that no Data Foundation member has access to any user attributes that can be linked to their true identity. This is in contrast to today’s Adtech environment which is rife with grey data sharing of personal information.



Control - users establish and remain in control over what information they share with the Foundation, for what purpose and can make the decision based on their own rational. The range of motivations range from improved personalization to improve ad relevance to financial benefits for data sharing. Moreover, users can decide to rescind their decision of which data to share, with whom, at any point. With Liberdy, the user has complete control over permission-based data usage and can access, alter or revoke data privileges at any time.



Transparency - forms an integral part of Liberdy’s new ecosystem. Using Blockchain technology all rights and usage can be seen by members. This gives users the ability to see which advertisers are making use of their data and to what ends. For advertisers, it gives them clear access and visibility into the sources of data. Combined, this transparency breeds an ecosystem that creates a new accountability in an arena that has traditionally been opaque at best.

Liberdy’s distributed ledger infrastructure ensures that associated monetary transactions are visible to all concerned parties. And, when user data is used, token transfers between users and advertisers are automatically transferred through smart contracts (with no intermediaries or manipulation risk). Additional transparency is provided because all software that handles users’ raw data containing personal information will be open source.

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The Data Foundation: A Trusted, Independent Data Storehouse The core underpinning element in the new ecosystem is the decentralized Data Foundation. The Data Foundation is a 3rd party foundation that independently safeguards and manages users’ data for advertising purposes. Liberdy will establish the foundation as a non-profit, in which we will implement a decentralized governance structure, to officially create a bond of partnership with the users, and other ecosystem participants. The Foundation ensures that data is anonymized, segmented and used in a transparent manner. It enables each user to understand exactly how their data was used, by whom and when. Form a technical perspective, the Data Foundation is a decentralized open source database that facilitates the collection, storage and enrichment, and usage of data collected from individual users, from a list consisting of though not limited to Google, Amazon and Facebook.

Data Foundation - Company Structure

The Data Foundation will be a non-profit entity that is open to all advertisers that abide by the rules and regulations of the ecosystem. Unlike private data silos, that private companies can mistreat, the Data Foundation offers advertisers access to a common pool of userconsented, verified data to build advertising campaigns. Importantly, the governance of the Data Foundation will be shared by data owners who can help steer data usage and advertising permissions as the industry matures.

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Data Integration & Data Integrity

The Data Foundation facilitates seamless integration of data from users who have given their consent. Data is extracted through its client application. While data extraction is a rather complex process, Data Foundation tools enable smooth and clear integration. Some of the integration steps include requesting data from the organization that currently has it, onboarding the data to Data Foundation storage, and purging personally identifiable information This process, upon completion entitles contributors to their reward and sets the stage for advertising usage.

Data Management

In order to manage data in an easy and transparent way, the foundation’s data management flows are composed of several layers, that remove control of the data from any centralized system or organization and put control of data usage in the hands of the data owner. This, in addition to several other checks and balances, ensures that data is shared anonymously, and remains untampered. This validated, comprehensive data view is safer, yet more precise than any other; single data view currently available. Additionally, the data integration provides cross device tracking which supports precise, but secure audience targeting. The raw data is normalized, sliced and segmented, and stored in a structure that can be easily retrieved for the purpose of targeting and audience building. Thankfully, data is stored offchain and anonymized. It is accessible through a unique key.

Data Monetization

Beyond providing users with a more personalized and data-secured experience, sharing their user data anonymously with the Data Foundation rewards users monetarily - in line with their data contributions. This is a stark contrast to traditional Adtech’s exploitative approach to data. As users share data sources (such as Google, Facebook, Amazon, AliExpress, Twitter, etc.) the more precise profile they have the more valuable it becomes for advertisers - even when anonymized. Of course, this data becomes more valuable as it becomes richer, portending to users likes, habits and purchase patterns.

Ecosystem Development & Interfaces

The Data Foundation manages 3rd party touchpoints for individuals and companies. Secure protocols enable 3rd parties to develop tools and software that can run on the Foundation’s platform. The Liberdy Foundation will develop and maintain a complete technological infrastructure of protocols and API’s, so as to enable frictionless data integration and smooth user interactions for all applications that comply with the Foundation rules and regulations. In addition, the Foundation will support in various ways detailed below, the development of applications that utilize the data for the advertisement industry.

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Separately, the Data Foundation’s enforcement mechanisms will ensure applications are unable to abuse their access privileges. As Liberdy is an open-source project, we encourage the community to actively engage in the project and take an active role in shaping its future, covering additional aspects with even more mind-blowing innovations.

User Applications Overview

Liberdy’s user applications enable users to manage their registration, the data they share and their rewards. Separately, through Liberdy’s third party login, users are able to login to internet services anonymously.

The Liberdy Mobile Application Client

Liberdy provides its users with a client application for both iOS and Android devices. These applications provide users with a clean, secure interface for registration, managing and sharing data and managing their digital wallet.

Specifically, the mobile application provides: ● Complete data profile creation - users add data from service providers like Google and Facebook ● Safeguarded data storage - managed by an independent 3rd party, not-for-profit ● Anonymity - data stored in a segmented and masked manner to avoid disclosing personally identifiable information

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● Control over the data - includes allowing, changes and revoking permissions ● Transparency - enabling users to see which advertisers use their data and for what purpose ● Manage Digital wallet - users earn rewards when their data is used by advertisers The client will be iron-grade secure. A private-public key pair will be generated in the client app and the private key will be stored on the device, for encrypting personal information that is sent to the server, such as usernames.

Data Management

The client will provide a user interface for managing the data sources, seeing how the different platforms view their data, tracking what data is shared, adding new data sources and devices, and revoking data access from the Data Foundation. For example, when a user wishes to extract their data from a social network like Facebook, the mobile client will help them by: ● ● ● ●

Directing users to Facebook’s data extraction link Removing data that disclose identity-related information, automatically Uploading data to the Data Foundation Rewarding the user with earned tokens

Digital Wallet

The client will give the user visibility to all token transactions they are entitled to including tokens that they have earned directly from actions (like sharing data), or from actions initiated by others (e.g. being the subject of an advertiser’s campaign)

3rd Party Anonymous Login

While user data has been gathered from across multiple sites through 3rd party logins (for example login with Google or Facebook), Liberdy will provide 3rd party anonymous login. The OAuth is an open standard for access delegation, commonly used as a way for Internet users to grant websites or applications access to their information on other sites, without giving them the passwords. Liberdy will implement the protocol in order to become an OAuth provider. This mechanism is used by companies such as private data collectors like Amazon, Google, Facebook, Microsoft and Twitter to permit the users to share information about their accounts with third party applications or websites. However, the main difference between Liberdy and other OAuth providers, is the anonymity that Liberdy provides. Liberdy’s OAuth system authenticates users with 3rd party applications and websites, including providing the 3rd party services the ability to collect users’ data consensually. Liberdy’s anonymous login will allow secure and anonymized interactions across the web -

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without exposing personal identifiable data to private companies. For example, if a 3rd party app requests user’s data profile, and the user approves, Liberdy will provide that service anonymized profile data from the Data Foundation: data like age range, city, and such, but name and email will not be provided to the 3rd party app.

Advertising Data Application (ADAs) Introduction

The Data Foundation will allow verified for-profit companies to access the Data Foundation data via a dedicated API. In doing so, 3rd parties accept the Data Foundation’s regulation and ascribe to the mission of maintaining a secure and rewarding ecosystem for advertisers and users alike. For-profit companies will be granted the right to use anonymous and segmented user data for the benefit of their own application. Such entities are committed not only to high quality standards but also to: ● continuously develop and improve the datasets ● expand the user base by onboarding new members ● fairly and creatively reward the users Liberdy will support new 3rd party Advertisement Data Applications services in a technical, financial and operational manner. This will be supported through a series of accelerators and incubation principals to ensure the ecosystem is equipped with the core elements to capture the immediate Adtech opportunity. To support the ADAs, the Data Foundation will manage the user’s data stores and rights, but also process the data, so advertisers can use it. This includes providing technical and commercial tools and APIs for partners to build different kinds of applications on the platform, which will add value to both advertisers and users. This includes 3rd party ETLs, algorithms, audience builders, and data automation to name a few. All Advertisement Data Applications will integrate with the Data Foundation’s platform, following a reviewing and validation process by the Data Foundation’s governance board. This governance board will continue to monitor and enforce runtime rules on the 3rd party applications in order to safeguard the ethos of the new Adtech ecosystem.

Key Data Application Users Advertisers

Advertisers will benefit greatly from the platform by receiving data that is direct, consensual, verified, sourced from multiple services and regulatory (GDPR) compliant.

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The new system will allow any advertiser detailed and comprehensive advertising capabilities. This detailed granularity and accuracy enables any advertiser to target specific segments, using the combined data segmentations of different service providers, resulting in the ability to specify the target audience with greater depth and precision.

Publishers

Publishers and app developers will drive great value from the platform by incentivizing users to join through Liberdy’s third party anonymous sign-in process. Publishers that partner with Liberdy have a commercial advantage vs. other single sign on services (like the signup with Google or Facebook) in that they become both a data beneficiary and a commercial partner. By enabling this anonymous login, the publisher will be able to harness the data pool and more effectively sell value added services like premium features or subscriptions. It will provide publishers with the ability to engage with the user in more robust ways while maintaining anonymity. Moreover, through this log-in, publishers will tap a commercial relationship with visitors. For example, publishers will be able to trade premium services for Liberdy tokens LIB.

ADA Developers

Developers are (external) individuals or organizations that contribute to the Adtech ecosystem by developing new services rooted on the Data Foundation and its Advertisement Data Applications. Developers are building services that are for the benefit of users and advertisers. Certified developers can access Data Foundation anonymized assets and can create new services to advance the state of the industry. For example, developers have already been engaging with Liberdy to develop many categories of applications including: ● creating specific audience building tools ● creation of segments audiences ● overlaying other data sources into the Data Platform Of course, like other aspects of the ecosystem, when specific ADAs are being used by advertisers, developers are rewarded with LIB according to their contribution.

ADA Developer Example: A New DMP Provider

A developer group may create a Data Foundation DMP to receive high quality data and ensure it is primed to be used for online advertising. Any DMP provider that ascribes to the rules of the Data Foundation, can offer their service of connecting Data Foundation user data to advertiser needs. When they do, they offer a superior quality targeting product that improves their return on investment in marketing. The ease of data funneling and the transparent nature of the Data Foundation, create new opportunities for the DMP provider, driving an improved profit margin, and avoiding the operational cost of managing their own grey data sources.

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Infrastructure

In order to deliver the new Adtech ecosystem, it is imperative to have a robust and scalable infrastructure. The core components in Liberdy’s infrastructure include: ● ● ● ●

Data layers Data verification Data storage and access Blockchain utilization in order to achieve greater, transparency and efficiency, in addition to the distribution of profits

Data Layers

Liberdy infrastructure must create, support and facilitate controlled access to the different data layers. In basic terms, the data layers reflect a hierarchy of data - ranging from data to information, to knowledge and to wisdom. The layered infrastructure will support the integration of data elements and their structuring.

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Data to be stored in Data Foundation:

Layer Raw Data Layer

Data Type

Description

Unstructured Raw data that has Data not been processed or organized in any manner. This data cannot be used as is

Information Audiences Layer

Processed and organized data, that can be used to create segmented Targeting for delivering results

Knowledge Layer

Audiences

Segmented data processed into different audiences. This layer addresses the specific needs of the advertiser, according to provided KPI’s.

Wisdom Layer

Actions / Decision

Optimizing results

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Example GPS (location), click history, search terms, etc.

Sample sources of data Facebook, Amazon and Google and any other user behavior tracking mechanisms.

Demographics, age, Proprietary gender, location, algorithms device type, profile information, explicit and implicit information, data, other demographics Proprietary algorithms

Automated advertising. Closing the loop, optimizing what we offer and where (combining product, audience, ad/ channel)

Proprietary solutions

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Data Verification

A critical component of the Data Foundation is data quality and data verification. The quality of the data is a critical element and is what differentiate Liberdy from the existing off blockchain solutions. Accurate and qualified information sit the key to any online campaigns. Verified and accurate data increases profitability and reduce marketing costs, which is a substantial contrast between the previous ad environment and the new advertising ecosystem. Liberdy’s data verification engine ensures that advertisers are targeting validated data. Part of the infrastructure ensures that data is real and that fake, fraudulent or undefined data does not enter the Data Foundation. To support this, Liberdy has verification and validation algorithms. While data verification is an ever-improving mechanism, the current scope of the project includes 3 layers of verification:

Client verifications • •

client automation detects and blocks automation of client signups client applications providing an account with a poor social graph and poor activity will be disregarded

Server verifications

Artificial Intelligence algorithms detect anomalies where false and fraudulent accounts are rejected. For example, algorithms classify how an authentic user on social networks behaves, model that behavior and then develop comparison engines to detect whether behavior is consistent.

Anomaly analysis

Suspicious users and data sources that fail to pass a certain threshold will not be used as a valid data source for audience builder. Sample rules include having at least 2 data sources (which complicates data fraud) and establishing tenured guidelines like that any data source must be active for at least one year (as fraudulent accounts are typically purged from platforms within that period).

Data Storage

Users will add their profiles into secure user accounts in a decentralized file storage system. That data will be verified and approved by Data Foundation as part of the checks and balances. The storage system chosen will include the following features: ● ● ● ●

highly secured, encrypted and impermeable highly reliable, highly available, with redundancy scalable to facilitate the ever-increasing participants and data footprint specific file sharing between the user and Liberdy

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● granular read / write permission settings ● granular API access ● sufficient speed for scaled read/ write capabilities As technologists and decentralists, Liberdy’s approach to infrastructure storage will be towards open source distributed technologies. This leads us to leverage distributed, open source storage systems, like Storj (https://storj.io/), Sia (https://sia.tech/), or Filecoin (https://filecoin.io/). Liberdy’s final technology selection will be considered in light of its ability to fit our features and from the above alternatives, we will choose a platform that will best support the features listed above. The client will directly and securely communicate with the storage system - no data arrives directly to the Foundation’s service.

Blockchain

In order to achieve Liberdy’s principles of transparency and security, the Data Foundation will use a public blockchain platform. Every action will be recorded within the ledger: all relevant events will be registered on the public ledger and all token payments will be publicly processed. The Blockchain backbone ensures that all actions, events that trigger token transfer, are registered on the Blockchain, and not only traceable, but also backed by smart contracts. In this way, settlement is automatic, transparent, and unquestionable.

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Some sample actions recorded include:

Event

Generated by

Description

Token flow

User opens an account

User App

The client app triggers a smart contract

Foundation  User

User shares a data source (e.g. Facebook, Google, Amazon, etc.)

● User App ● Foundation

A smart contract is triggered and logged on the ledger every time a third-party storage solution confirms the file share. After the action is completed, the Foundation acknowledges it by closing the transaction on the smart contract, and tokens are transferred from the foundation to the user.

(User is rewarded) User  Foundation (for storage quota above free limit) Foundation  User (User is rewarded)

In case user storage account passed the free quota space, he will be charged by the Foundation for the extra storage. User adds a device

● User App ● Foundation

When adding a device, a smart contract is triggered by the client app, and logged on the ledger.

Foundation  User (User is rewarded)

After the action is completed, the Foundation acknowledges it by closing the transaction on the smart contract, and tokens are transferred from the foundation to the user. Advertiser targets an audience

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Advertiser App

Every time an advertiser builds and targets an audience, a smart contract, which pays all audience members, is triggered

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Advertiser  User Advertiser Foundation Advertiser  Developer (in case code of an external developer was used)

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The benefits of managing an ecosystem operation on a public blockchain are obvious: the blockchain allows token transfer between individual users, advertisers and organizations directly and transparently. However, given the unparalleled scale of Adtech operations, with millions of users and billions of monthly events, there are significant technical challenges.

We are aware of current blockchain limitations and have conducted thorough research in the pursuit of the best alternative, an alternative that can perform, scale, and offer a transaction fee that is economical for microtransactions. According to the current technologies available we have chosen Stellar https://www.stellar.org/. Stellar is a good match because it performs well, scale well, and transaction fees are very low. In addition, the Stellar lightning network will offer advanced capabilities upon its release, which is planned for December 2018 4.

Kick-Starting the New Adtech Adoption First ADA application development

Liberdy will be the first for-profit company to connect with the Data Foundation. It is set to introduce the first DMP to use the world’s best known and established advertising data channels such as Oracle’s and Nielsen’s to allow the immediate usage of the anonymous data available in the Data Foundation. Thus, it will be implementing a well sustained and widely used business model based on CPM (Cost-Per-Mil impressions). The Liberdy DMP’s blockchain architecture is a key driver for this first application, as it allows advertisers to verify the sources of data and utilizes smart contracts to create a transparent environment that never existed before for advertisers and users. Liberdy’s DMP will enjoy equal benefits from connecting to the Data Foundation. While Liberdy will enjoy first-mover advantage, all applications will be granted with the same privileges when using the Foundation’s services.

4

https://www.stellar.org/blog/lightning-on-stellar-roadmap/

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Liberdy will offer Suite of Applications for All Ecosystem Participants

For the purpose of enabling usage and adoption of the platform and network, we will develop a complete suite of applications, so as to provide easy to use solutions. These solutions will include the following: ● Foundation Apps for Clients, Developers and Advertisers/Publishers. These apps provide transparency into the data and LIB blockchain transactions, serving as a dashboard for client activity. For end users, it provides all the necessary tools to upload the data. ● Marketplace of applications. Developers of third party applications are provided by the Data Foundation with a Sandbox of data and API’s. Once the app passes the Data Foundation acceptance test it will become part of Data Foundation ecosystem. The initial set of apps for advertisers will include a DMP and an Audience Builder, and for interaction with end users - marketing automation software to match and manage opportunities.

The LIB Token

LIB will represent the value of data circulated in the network, which is why the token will be the only currency accepted as a means for purchasing user data from the Data Foundation.

Token Utility

In addition to being the currency of the new Adtech ecosystem for advertisers, LIB will have other commercial applications. The LIB token will be used to compensate users for the use of their data, and to incentivize publishers to grant priority access for special features and subscription-based models, and for compensating network operators as well as contributors.

Token Economics

LIB is a utility token that has a fixed supply set at the token generation event. Thus, is cannot be increased in the future. The token will be used by all network participants, as a means of purchasing and exchanging user data for goods and services, without the need for intermediaries or for redundant fees.

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Token Transactional Usage Advertiser

● Advertisers can pay for the services of the DMP/DSP with LIB, which is the operating currency of the ecosystem ● Advertisers can accept LIB for the purchase of goods and services, either through personalized advertising, the promotion tab or via any other purchase methods ● Advertisers can pay a publisher for advertising space with LIBs ● Data driven applications and advertisers that connect to the Foundation and pay with LIB for data as this is the only currency the Foundation accepts. ● Through smart contract implementations, the DMP provider will disburse LIB payments to both the foundation and the users and could receive LIB from the advertiser for its services

User

● Users will receive LIB for the usage of their data ● Users will use LIB to purchase premium services or subscriptions from publishers ● Users will be able to use LIB to procure goods and services from specifically targeted promotional ads, or other enabling environments

Publisher

● Publishers will receive LIB for onboarding new users to the network ● Publishers will use LIB in order to receive access to the data submitted by the users that login to their platform using LIB Login ● Publishers will charge LIB from Liberdy users for usage

Foundation

● Foundation receives LIBs for the usage of data stored ● Network fees are charged and paid in LIB ● Partners are incentivized and compensated with LIB, for their contribution to the network ● Governance- staking/ importance model according to LIB holding ● Early adopters are incentivized with LIBs

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Token Launch

With the goal of funding the development of the Data Foundation, the initial Advertising Data Applications (ADAs), we are performing a token generation event, according to the following guidelines:

Token offering Tokens offered: LIB 300,000,000 Soft Cap: $5,000,000 Hard Cap: $30,000,000 Pricing: $0.1

Unsold tokens: will be re-allocated to an incentive program in order to grow the network

Notes:

1. Incentive program includes incentives for: • user acquisition • publisher cooperation • advertiser incentives

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incentivizing new Application Developers to develop new apps on the data layer, in order to provide additional products and monetization options to the users and establish a global ecosystem 2. Liquidity: providing liquidity in order to assist the development of an active and thriving market for LIB 3. Foundation reserve: these tokens will be under the full control of the Foundation. Any usage of the tokens will need to be approved by the token holders according to the governance model and support the growth of the ecosystem •

Proceeds Allocation

The proceeds from the sale will be used to develop the Liberdy ecosystem, as per the road map in the next section, and according to the allocation below. The allocation below was prepared under the assumption that all tokens are sold in the public sale.

Notes

1. R&D: Includes the development of the data layer and the first ADA: a DMP 2. Cybersecurity and Privacy protection: a high priority in order to insure the protection of our users, the data, and the funds 3. Operations: includes operational expenses until the launch of the ecosystem

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4. App incentives: in order to create a decentralized ecosystem, the Liberdy Foundation will support new app creators, incentivizing them to develop additional applications based on the foundation data layer. Thus, additional monetization offerings can be provided to the users, along with an improved experience 5. Marketing and Network- In light of the revolutionary nature of the platform, we will invest substantial funds in user acquisition, branding and marketing efforts, for establishing awareness of the current data industry and the alternative we offer and to support the growth of the ecosystem

Conclusion

The digital advertising industry continues to thrive but there are fundamental issues that are rotting the Adtech ecosystem. While superficially it is booming, the dominance of two advertisers, and the structural exploitation of end-user data is pushing the industry to a tipping point. As users and governments awaken to the wanton use of personal data, there is a new drive to re-imagine advertising in a way that is rooted in the value of data-driven advertising but addresses the severe issues of end-user data exposure. Liberdy’s Data Foundation and application infrastructure creates a profitable Adtech ecosystem that serves advertisers, while anonymizes and rewards users for their data, through the use of advanced data processing tools and, blockchain technology. By using Liberdy, advertisers will achieve superior campaign results and users will regain online anonymity, in addition to ownership of their personal data and control of its usage. Liberdy has already laid the groundwork for Adtech 3.0. We are now activating the team and technology to make it a reality.

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Road Map 2018 Q2/Pre ICO

● Prior to the token generation event, launch the Liberdy Data Foundation pre-alpha, with exclusive access ● Develop and release the alpha version for the user application- iOS and Android mobile apps, which will enable personal data extraction from 3 major platforms

Q3 - Alpha 1 - Data Management within the Data Foundation

● Develop Alfa version of the user data verification algorithms ● Setup and implement big data storages, and develop basic normalization and classification processes and algorithms

Q4 - Alpha 2 - Decentralization & Control

● Integrate with a third-party decentralized storage provider, to limit Liberdy’s control over the users’ data ● Connect the foundation’s platform to a public blockchain, launching smart contracts that cover the users’ data management

2019 Q1 - Alpha 3 - Creating the Advertiser Ecosystem

● Complete the user data management platform and preparation for third-party monetization partners, e.g. user targeting, audience building, and DMP implementations ● Release architecture of the ecosystem sandbox and API for review of potential partners

Q2 - Alpha 4 - Enabling Data Foundation Platform with Third-Party Implementations ● Launch Data Foundation’s first release, includes SDK and API for developers, a sandbox to build an app with, and a testnet for testing it ● Create Alpha version of the platform runtime ● Build open source part of the system, and structure the contributors’ plan

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Q4 - Beta 1 – Launching The first 3rd-party Monetization Partner ● ● ● ●

First third-party implementation of the platform Ecosystem tools and dashboards Blockchain integration of third-party tools Advertiser dashboard

2020 Q2 - Beta 2- Stability, Improvements, Ecosystem Soft Launch ● Accept new 3rd party partners, to a closely monitored Beta program ● Performance enhancements ● Enhance Ecosystem tools and dashboards

Q4 - Beta 3 - Enhanced Data Layer

● Present new AI algorithms for data digestion and classification ● Publisher dashboard

2021 Q2 - Release - Audience Builder, and First Release

● Launch the first audience builder on the platform ● Full feature dashboards for all players on the system: users, third-party developers, contributors, advertisers, and publishers

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Meet the Team Leadership

The Liberdy team is comprised of Adtech industry veterans committed to creating the first Ad Platform that truly values user data. The team has committed to growing a user-safe ecosystem that generates invaluable data for advertisers

Koby Ram, CEO

Mr. Ram is an Adtech veteran, who prior to joining Liberdy, was Founder and CEO of Vexigo, which he later sold to a NASDAQ entity. Mr. Ram has held various senior executive positions in advertising companies. He served as Vice President of Business Development for Civcom, which he primed for its acquisition, and he was Co-Founder and Vice President of Business Development in Anywhere Technologies Ltd. He holds a B.Sc. degree in Computer Science and Mathematics from Ben-Gurion University.

Itsu Tamam, CTO

Mr. Tamam is an experience technologist with 17 years of experience. He has managed software development teams in a variety of fields and markets such as biotech, security, law enforcement, and media ad- tech. For the past 7 years, he has served as the CTO of Songo Media, a global cross-platform performance advertising network, supervising all technology projects, executed by 10's of developers, in around 15 different lines of businesses. He designed and built the company's infrastructure, the core of Liberdy’s distributed high-performance ad serving, tracking, and analytics mechanism.

Dr Anna Becker, Chief Scientist

Dr. Becker holds a PhD in AI from the Technion, the Israel Institute of Technology and is a highly successful entrepreneur having built and sold technology companies. She was Founder and CEO of Sherpa, a boutique financial services company, delivering advanced data intelligence, technology and commercialization services. Prior to that, she served as CEO for Vito Trading and was Founder and President of the online financial software provider Strategy Runner.

Anton Suslonov, Economist

Mr. Suslonov is a professional economist with 24-year experience in financial analysis, project investment and business development, Anton is an Austrian economics adept. He is an enthusiast of network social interactions research, cognitive science, and artificial intelligence, as well as a veteran entrepreneur and computer science professional.

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Gali Rosen, CMO

Mrs. Rosen is a seasoned business development & marketing professional with over 15 years’ experience. Mrs. Rosen’s track record includes leading international companies to growth and revenues, leveraging her business and technology skills. She brings to Liberdy vast experience in strategy, marketing, and the successful positioning of online companies. She has managed Sales and Marketing teams in various companies and has led complex business development initiatives that include M&A, establishing JVs and opening new markets

Adan Kedem

Head of Community

Ido Ottolenghi

Community Manager

Nir Shimoni

Community Manager

Sami Awad

Community Manager

Maria Timonina

Community Manager

Tal Gokhberg

Software Developer

Board and Advisors Snir Hassin

Mr. Hassin, an internet professional from a young age, has established Adtech companies for the past 8 years under the Songo Media umbrella in the fields of mobile, video and publishing technologies. As a Songo CoFounder and Israeli Division General Manager, he has managed teams of over 100 people, leading the business to $50M+ annual revenues and substantial profitability. He also has vast experience and knowledge in Adtech, M&A and Strategy.

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Iri Zohar

Mr. Zohar is a highly successful business person, having founded eXelate, a first party data management platform, that was sold to Nielsen for 200 million USD. Prior to establishing eXelate, he founded and then sold Oridian, a leading ad network, to Ybrand. A trailblazer who is always at the forefront of technological innovation, Mr. Zohar is a world-renowned Adtech industry expert, and a proven authority on startup strategy, business modeling and strategy execution.

Michael Amar

Mr. Amar is a global, successful entrepreneur. He has built and successfully sold companies in the web development, Adtech and digital marketing sectors, in Europe and Silicon Valley. He has closed multimillion-dollar deals with the likes of Google, Apple, Facebook, and dozens of Fortune 500 companies. Mr. Amar is an active angel investor, mentor and advisor for dozens of companies. He is the co-organizer of CryptoMonday Paris, an exclusive network of blockchain entrepreneurs, investors and regulators. He is also the Co-Founder of Chain Accelerator, a Paris-based 100% Blockchain-dedicated accelerator.

Andreas Widmer

Founder and Partner of Westhive, Coworking Ecosystem, Mr. Widmer, previously served as CEO of Y&R Switzerland. In addition to running the Swiss division of the global ad agency, he has held the position of President at IAA Swiss and has served on the boards of MCH Group, Walde and Partner Immobilien AG and Vintra SA.

Ram Avissar

Mr. Avissar is a Crypto-veteran involved in the space since 2013 as an investor and an evangelist of the technology. In 2017, he founded BITSME, an investment banking firm specializing in Crypto based ventures and was part of the founding teams in well-known projects, such as CoinDash, Matchpool, Lendoit and others, building their communities and marketing structures from scratch while guiding them through launching their own tokens. Mr. Avissar is a certified Adv. and a CPA, formerly at Ernst & Young.

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