Data is a peer-to-peer mobile storage infrastructure and a blockchain-based digital information authentication mechanism based on artificial intelligence. According to Data’s website, there are many limitations of the Centralized Internet Advertising bureau. As agencies and ad networks increase in size, gaps open up for bad players looking to take advantage of the system. Bot traffic accounts for more than 40 percent of all internet ad traffic, costing marketers $16 billion per year. Ads rarely reward users, leading to ad-blocking by six hundred million devices, reducing the ecosystem's efficiency. The platform addresses these challenges by allowing users, publishers/developers, and data nodes to exchange tokens. The network also verifies data and rewards relevant contributions with DTA tokens. The Data platform's goal is to provide Ad Flow from advertisers/ad channels to publishers/developers and end-users.

According to its whitepaper, the Data project's most unique feature is the patent AI technology to detect fraud based on pattern or behavior analysis. There are four tiers to the data technology stack. 

The Data Token (DTA) is the foundation of its blockchain-based advertising infrastructure. DTA is a community-governed token distributed by the system through mining. The platform allows for micropayments, in which tokens are used throughout applications, such as virtual trades and premium services, or for publishers. Tokens are also redeemed as currency in ad networks, ad exchanges, and services.

The Data platform was co-founded by Victor Ye and Franklin Song in 2018. Victor is a Columbia University graduate who has previously worked as a senior software engineer at LinkedIn, Twitter, and Snapchat. Franklin is a serial entrepreneur who previously worked for Microsoft Research and Oracle. Data is currently constructing the blockchain platform and early applications with a strategic partner, Yomob International Co., Ltd., a unified mobile ad global monetization platform.

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