Killi: A Blockchain Data Management Platform Without A Token

Blockchain, Interviews | June 28, 2018 By:

Neil Sweeney founded and serves as CEO of Freckle, an offline attribution platform. He previously founded JUICE Mobile, a mobile technology and advertising firm, that he led until its sale in March 2016. He was also an owner in StreamTheWorld, a venture he helped transform into the world’s first, and largest, in-stream programmatic audio platform prior to its sale in June 2010.

Technologies Sweeney created are used by Fortune 50 brands like Coca-Cola, Lowe’s, Walmart, General Motors, Unilever and Mondelez. They are also the core component of the top media demand side platforms, including Adelphic, The Trade Desk, AppNexus, MediaMath; RocketFuel and TubeMogul.

Sweeney’s latest creation is Killi, a next-generation data broker app built on the blockchain without a token. The app allows users to log in to add and consent to providing specific personal data to marketers who want to purchase it to inform their advertising decisions. When purchased – the consumer and the brand enter into a smart contract with the brand receiving the data and the consumer receiving money. As transactions are stored on blockchain, the user is able to see a record of every brand that has purchased and used their data in perpetuity.

BLOCK TRIBUNE: How did you come up with Killi and how has been the journey so far?

NEIL SWEENEY: Killi is an idea that began to develop over the past 1.5 years and is a manifestation of multiple macro-concepts starting with General Data Protection Regulation (GDPR). With more than 20 years of experience in the space, I knew that all brands, agencies and platforms around the world were going to be looking for a compliant solution to GDPR. We set out first to create that.

Then, we saw the Equifax data breach and realized that we needed to combine the security of the blockchain with the privacy of the user.

I do not subscribe to the notion that people do not care about privacy and feel if consumers are better informed about the value of their data and how it is being used, then they would demand to be compensated for it. The mainstream reaction to the Facebook and Cambridge Analytica scandal reinforces this.

BLOCK TRIBUNE: What is the biggest problem currently in the market?

NEIL SWEENEY: Education is the biggest problem – people just do not know how data is being used and what it is worth. A byproduct of this leads to weak security on the consumers’ part, resulting in data breaches. Data tracking or knowing the source and origin of data is a massive problem. Since there have been no controls around data tracking, major data management platforms (DMPs) that are worth billions of dollars are invoicing off of spreadsheets. This is nuts in today's world.

BLOCK TRIBUNE: How will your solution benefit a brand or a retailer?

NEIL SWEENEY: There are several ways that Killi will benefit brands and retailers:

  1. Killi provides GDPR-compliant data. Most data currently available is not.
  2. Killi has a complete audit trail on where the data came from.
  3. Brands and retailers can use Killi data in Facebook and not have to worry about legal issues.
  4. Killi powers Freckle’s offline attribution offering, so it too is now the most compliant solution in the world today.
  5. Killi data is first-party and harvested directly by the consumer – the brand or retailers’ client!

BLOCK TRIBUNE: What makes Killi different from other blockchain solutions?

NEIL SWEENEY: Killi differentiates itself from other blockchain solutions in a handful of ways:

  1. It is a real product. Most other solutions are still just concepts
  2. Killi is tokenless. Users are paid in cash
  3. Since it is tokenless, Killi is not dependent on one blockchain solution. It can and will support all blockchains.
  4. With Killi, Freckle is bringing the everyday consumer to the blockchain. Other identity solutions are focused on crypto; therefore, they will never scale.
  5. We do not do an initial coin offering (ICO).
  6. Freckle already has real clients and two years of audited financial statements.

BLOCK TRIBUNE: What measures do you take to ensure the security of your platform?

NEIL SWEENEY: Killi does not store users’ data; data stays with the consumer at all times. As a result, there is no single point of failure. Additionally, it is secure because all transactions are on the blockchain and displayed in a readable format for everyday users – not just blockchain experts and lawyers.

BLOCK TRIBUNE: What are your thoughts on the future of blockchain generally? What challenges need to be overcome for market wide adoption?

NEIL SWEENEY: Currently, there is no common identity layer on the blockchain. Without it, the blockchain community will not scale. With Killi, Freckle is trying to scale to that layer by bringing everyday people to this protocol. If we are successful in this mission, everyone in the blockchain community benefits.

The blockchain community needs to stop focusing on tokens, ICOs and mining. These are distracting the industry from focusing on building products. I hope to see this change in the near-term.

BLOCK TRIBUNE: Tell us what you have on your roadmap and future of Killi.

NEIL SWEENEY: There are a few things that are imminent which I can share, but also a couple of larger announcements in the pipeline that you’ll need to stay tuned on. Freckle will soon be announcing a major funding event, interoperability and support for a multitude of blockchain companies.

For Killi, we will be releasing a biometric pin inside of the application, charitable redemption, partner redemption(s), barcode scanning for driver’s license and receipt scanning for purchases in updated versions over the next several weeks.