Antonio Manueco
Antonio Mañueco, Co-Founder and CTO of BetaBlocks, explained how identity is changing the world from the digital marketing side: “We have seen how readily the entrepreneurial sector has adopted it, especially in such areas as the distribution chain, data handling and data monetization.” Marketing has been slow to adapt because it needs a very big network, and the big ones today are Facebook and Google. They channel most of the networks and it would be very hard to get all the brands on the market to participate in pilots, for example. “Facebook and Google work on changing the nature of identity, but we still need to see whether users and consumers truly demand this protection with the loss of convenience this protection entails,” he said. In the context of the MMA Summit Miami, Mañueco pointed out that many brands are unaware of the responsibility they take on when they must create strategies mainly based on this type of data. “There aren´t many resources worldwide that can give you correct information on how blockchains can exist in this world. A blockchain is just another group of tools that companies can use to give their businesses value-added.” But once you have blockchains, he said, you create a layer of transparency, which is what Facebook and Google built, because they collect all that data. “So all this has yet to be felt in terms of these brands and what their responsibility will be in ten years, taking into account all the legal pressure being applied globally.”
