{"id":183646,"date":"2019-09-19T08:50:18","date_gmt":"2019-09-19T12:50:18","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=183646"},"modified":"2023-01-19T16:19:26","modified_gmt":"2023-01-19T21:19:26","slug":"opening-up-influencer-marketing-with-blockchain","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain","title":{"rendered":"Opening Up Influencer Marketing with Blockchain"},"content":{"rendered":"<div id=\"attachment_183657\" style=\"width: 810px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-183657\" class=\"wp-image-183657 size-full\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Spin-Protocal-home-page.jpg\" alt=\"Influencer marketing can be shady, with brands and their influencers unsure of each other. Blockchain-based vendors, such as Spin Protocol, can help.\" width=\"800\" height=\"309\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Spin-Protocal-home-page.jpg 800w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Spin-Protocal-home-page-300x116.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Spin-Protocal-home-page-768x297.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Spin-Protocal-home-page-570x220.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Spin-Protocal-home-page-150x58.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Spin-Protocal-home-page-500x193.jpg 500w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-183657\" class=\"wp-caption-text\">Influencer marketing can be shady, with brands and their influencers unsure of each other. Blockchain-based vendors, such as Spin Protocol, can help.<\/p><\/div>\n<p>Influencer marketing has become a meaningful customer acquisition channel for many brands. Business Insider projects spending on influencer marketing to reach $8 billion in 2019 and $15 billion by 2022. Instagram, Twitter, and YouTube and other social networks have created celebrities with thousands or even millions of followers. Brands have flocked to those celebrities and their influence on buying behavior.<\/p>\n<p>Whether your business targets millennial travelers, craft-focused parents, or fitness-crazy seniors, you can likely find influencers who are creating content that resonates with and attracts those segments.<\/p>\n<h3>Challenges<\/h3>\n<p><a href=\"https:\/\/www.practicalecommerce.com\/12-ways-to-attract-instagram-followers-and-drive-engagement\">Influencer marketing<\/a> is not foolproof, however. It has challenges for both advertisers and influencers, such as:<\/p>\n<ul>\n<li>Difficulty in vetting the integrity and effectiveness of both parties \u2014 advertisers and influencers.<\/li>\n<li>Huge pool of potential influencers, making it time-consuming for brands to choose.<\/li>\n<li>Many middlemen brokering relationships, which obscures price and reduces value for both sides.<\/li>\n<li>Large barrier to getting started for smaller brands and new influencers.<\/li>\n<li>Complexity of managing campaigns across many influencers.<\/li>\n<\/ul>\n<p>Fortunately, blockchain can help overcome these obstacles.<\/p>\n<h3>Blockchain for Influencers<\/h3>\n<p>The transparency and immutability of data <a href=\"https:\/\/www.practicalecommerce.com\/3-immediate-blockchain-uses-for-ecommerce-companies\">within a blockchain<\/a> provide a way to improve influencer marketing for all parties. Reputation matters tremendously in the influencer marketing space. Influencers need to know that they will be paid for their work, and advertisers need to trust that influencers can deliver what they promised.<\/p>\n<p>By making the information about influencers and their audiences readily available, advertisers can determine which are the best fit. And once an agreement is reached between an advertiser and influencer, blockchain enables the use of so-called smart contracts to hold funds in escrow and ensure that payment is made after the influencer campaign is complete.<\/p>\n<p>Indeed reputation itself can be stored and shared on the blockchain. Influencers and brands can demonstrate that they are honest actors based on past performance. There is no faking data or posting fraudulent reviews \u2014 all parties can see past actions and make decisions accordingly. And this reputation is portable, allowing influencers and advertisers to establish and show a record of good behavior and successful outcomes.<\/p>\n<p>Given its decentralization, blockchain also eliminates the need for middlemen, such as marketing agencies and social media consultants that take a cut of the revenue. Blockchain projects use token-based business models to remove these middle layers, bringing influencers and advertisers together in a decentralized marketplace.<br \/>\n<\/p>\n<h3>Vendors<\/h3>\n<p>Dozens of companies are employing blockchain technology and smart contracts to revolutionize influencer marketing. Notable examples include the following.<\/p>\n<ul>\n<li><a href=\"https:\/\/www.spinprotocol.io\/\">SPIN Protocol<\/a> is a marketplace the links thousands of brands and influencers.<\/li>\n<\/ul>\n<ul>\n<li><a href=\"https:\/\/www.spl.yt\/\">Spl.yt<\/a> is a blockchain-based affiliate marketing platform, linking products, brands, and influencers.<\/li>\n<\/ul>\n<ul>\n<li>Boosto is a marketplace connecting app developers and influencers, eliminating retail layers such as Google Play and iOS App Store.<\/li>\n<\/ul>\n<ul>\n<li><a href=\"https:\/\/mavatar.com\/\">Mavatar<\/a> connects retailers and influencers in one marketplace, providing an additional revenue channel for both.<\/li>\n<\/ul>\n<p>Blockchain\u2019s use within most industries is being refined and optimized. Influencer marketing is no different. Nonetheless, influencers and the brands that use them could benefit from blockchain-powered platforms.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.<\/p>\n","protected":false},"author":1264,"featured_media":183658,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58301],"tags":[],"class_list":["post-183646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencer",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Opening Up Influencer Marketing with Blockchain - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Opening Up Influencer Marketing with Blockchain\" \/>\n<meta property=\"og:description\" content=\"Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-19T12:50:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-19T21:19:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"239\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brandon Bidlack\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brandon Bidlack\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain\"},\"author\":{\"name\":\"Brandon Bidlack\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/4cf3f051df5fbc7fc158f14c46db52e0\"},\"headline\":\"Opening Up Influencer Marketing with Blockchain\",\"datePublished\":\"2019-09-19T12:50:18+00:00\",\"dateModified\":\"2023-01-19T21:19:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain\"},\"wordCount\":527,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg\",\"articleSection\":[\"Influencers &amp; Affiliates\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#respond\"]}],\"copyrightYear\":\"2019\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain\",\"url\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain\",\"name\":\"Opening Up Influencer Marketing with Blockchain - Practical Ecommerce\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg\",\"datePublished\":\"2019-09-19T12:50:18+00:00\",\"dateModified\":\"2023-01-19T21:19:26+00:00\",\"description\":\"Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage\",\"url\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg\",\"contentUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg\",\"width\":360,\"height\":239,\"caption\":\"Opening Up Influencer Marketing with Blockchain\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.practicalecommerce.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Opening Up Influencer Marketing with Blockchain\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#website\",\"url\":\"https:\/\/www.practicalecommerce.com\/\",\"name\":\"Practical Ecommerce\",\"description\":\"Independent analysis and strategy for online merchants\",\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.practicalecommerce.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\",\"name\":\"Practical Ecommerce\",\"url\":\"https:\/\/www.practicalecommerce.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg\",\"contentUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg\",\"width\":250,\"height\":100,\"caption\":\"Practical Ecommerce\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/practicalecommerce\",\"https:\/\/x.com\/practicalecomm\",\"https:\/\/www.linkedin.com\/company\/practical-ecommerce\/\",\"https:\/\/podcasts.apple.com\/us\/podcast\/ecommerce-conversations\/id874457373\",\"https:\/\/www.crunchbase.com\/organization\/practical-ecommerce\",\"https:\/\/bsky.app\/profile\/practicalecommerce.com\"],\"description\":\"Practical Ecommerce is an independent digital publication founded in 2005 that helps online merchants improve their businesses through expert articles, guides, webcasts, and podcasts. The site has published over 7,000 articles and serves millions of readers worldwide.\",\"foundingDate\":\"2005-07-01\",\"duns\":\"09-076-7155\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"},\"publishingPrinciples\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\",\"ownershipFundingInfo\":\"https:\/\/www.practicalecommerce.com\/about-us\",\"actionableFeedbackPolicy\":\"https:\/\/www.practicalecommerce.com\/contact\",\"ethicsPolicy\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/4cf3f051df5fbc7fc158f14c46db52e0\",\"name\":\"Brandon Bidlack\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/24f1d59898b18c32a82e7a0cd99514dd?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/24f1d59898b18c32a82e7a0cd99514dd?s=96&d=identicon&r=g\",\"caption\":\"Brandon Bidlack\"},\"description\":\"Brandon Bidlack is the co-founder of SesameOpen, a blockchain protocol. He has worked in marketing for over 20 years, in both startups and large companies, where he has focused on new technologies such as the internet, location-based services, machine learning, and blockchain. He holds a B.S. in Mechanical Engineering from Rice University and an M.B.A. from Northwestern's Kellogg School of Management. Connect with Brandon on LinkedIn or via email.\",\"url\":\"https:\/\/www.practicalecommerce.com\/author\/brandon-bidlack\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Opening Up Influencer Marketing with Blockchain - Practical Ecommerce","description":"Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain","og_locale":"en_US","og_type":"article","og_title":"Opening Up Influencer Marketing with Blockchain","og_description":"Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.","og_url":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain","og_site_name":"Practical Ecommerce","article_publisher":"https:\/\/www.facebook.com\/practicalecommerce","article_published_time":"2019-09-19T12:50:18+00:00","article_modified_time":"2023-01-19T21:19:26+00:00","og_image":[{"width":360,"height":239,"url":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg","type":"image\/jpeg"}],"author":"Brandon Bidlack","twitter_card":"summary_large_image","twitter_creator":"@practicalecomm","twitter_site":"@practicalecomm","twitter_misc":{"Written by":"Brandon Bidlack","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#article","isPartOf":{"@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain"},"author":{"name":"Brandon Bidlack","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/4cf3f051df5fbc7fc158f14c46db52e0"},"headline":"Opening Up Influencer Marketing with Blockchain","datePublished":"2019-09-19T12:50:18+00:00","dateModified":"2023-01-19T21:19:26+00:00","mainEntityOfPage":{"@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain"},"wordCount":527,"commentCount":0,"publisher":{"@id":"https:\/\/www.practicalecommerce.com\/#organization"},"image":{"@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage"},"thumbnailUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg","articleSection":["Influencers &amp; Affiliates"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#respond"]}],"copyrightYear":"2019","copyrightHolder":{"@id":"https:\/\/www.practicalecommerce.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain","url":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain","name":"Opening Up Influencer Marketing with Blockchain - Practical Ecommerce","isPartOf":{"@id":"https:\/\/www.practicalecommerce.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage"},"image":{"@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage"},"thumbnailUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg","datePublished":"2019-09-19T12:50:18+00:00","dateModified":"2023-01-19T21:19:26+00:00","description":"Influencer marketing has become a meaningful customer acquisition channel for many brands. The channel is not foolproof, however. It has challenges for both advertisers and influencers. Fortunately, blockchain can help overcome these obstacles.","breadcrumb":{"@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#primaryimage","url":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg","contentUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2019\/09\/Opening-Up-Influencer-Marketing-with-Blockchain.jpg","width":360,"height":239,"caption":"Opening Up Influencer Marketing with Blockchain"},{"@type":"BreadcrumbList","@id":"https:\/\/www.practicalecommerce.com\/opening-up-influencer-marketing-with-blockchain#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.practicalecommerce.com\/"},{"@type":"ListItem","position":2,"name":"Opening Up Influencer Marketing with Blockchain"}]},{"@type":"WebSite","@id":"https:\/\/www.practicalecommerce.com\/#website","url":"https:\/\/www.practicalecommerce.com\/","name":"Practical Ecommerce","description":"Independent analysis and strategy for online merchants","publisher":{"@id":"https:\/\/www.practicalecommerce.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.practicalecommerce.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.practicalecommerce.com\/#organization","name":"Practical Ecommerce","url":"https:\/\/www.practicalecommerce.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg","contentUrl":"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2017\/12\/practical-ecommerce-stacked-hires.jpg","width":250,"height":100,"caption":"Practical Ecommerce"},"image":{"@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/practicalecommerce","https:\/\/x.com\/practicalecomm","https:\/\/www.linkedin.com\/company\/practical-ecommerce\/","https:\/\/podcasts.apple.com\/us\/podcast\/ecommerce-conversations\/id874457373","https:\/\/www.crunchbase.com\/organization\/practical-ecommerce","https:\/\/bsky.app\/profile\/practicalecommerce.com"],"description":"Practical Ecommerce is an independent digital publication founded in 2005 that helps online merchants improve their businesses through expert articles, guides, webcasts, and podcasts. The site has published over 7,000 articles and serves millions of readers worldwide.","foundingDate":"2005-07-01","duns":"09-076-7155","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"},"publishingPrinciples":"https:\/\/www.practicalecommerce.com\/editorial-policy","ownershipFundingInfo":"https:\/\/www.practicalecommerce.com\/about-us","actionableFeedbackPolicy":"https:\/\/www.practicalecommerce.com\/contact","ethicsPolicy":"https:\/\/www.practicalecommerce.com\/editorial-policy"},{"@type":"Person","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/4cf3f051df5fbc7fc158f14c46db52e0","name":"Brandon Bidlack","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/24f1d59898b18c32a82e7a0cd99514dd?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/24f1d59898b18c32a82e7a0cd99514dd?s=96&d=identicon&r=g","caption":"Brandon Bidlack"},"description":"Brandon Bidlack is the co-founder of SesameOpen, a blockchain protocol. He has worked in marketing for over 20 years, in both startups and large companies, where he has focused on new technologies such as the internet, location-based services, machine learning, and blockchain. He holds a B.S. in Mechanical Engineering from Rice University and an M.B.A. from Northwestern's Kellogg School of Management. Connect with Brandon on LinkedIn or via email.","url":"https:\/\/www.practicalecommerce.com\/author\/brandon-bidlack"}]}},"_links":{"self":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts\/183646","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/users\/1264"}],"replies":[{"embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/comments?post=183646"}],"version-history":[{"count":8,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts\/183646\/revisions"}],"predecessor-version":[{"id":1517030,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/posts\/183646\/revisions\/1517030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/media\/183658"}],"wp:attachment":[{"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/media?parent=183646"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/categories?post=183646"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.practicalecommerce.com\/wp-json\/wp\/v2\/tags?post=183646"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}