Many people are distracted by K-line charts, constantly watching the market for small fluctuations. In fact, the real logic behind making money is quite simple—understanding what changes are happening in the underlying business model.

Recently, I’ve been thinking about a direction I want to discuss with everyone. The global digital advertising market size has already reached trillions of dollars, but the industry’s infrastructure still remains in the internet era. Centralized platforms take the biggest share, and content creators and advertisers are both being taken advantage of.

The POPOLOGY project targets this pain point. Its core idea is to reconstruct the value chain of digital advertising—making the flow of creative assets more efficient, increasing transparency in participant incentives, and significantly reducing friction costs in intermediate links.

There are three key breakthroughs to watch: first, how the token economic model can incentivize ecosystem participants; second, whether the technical solution can truly solve cross-chain collaboration issues; third, the speed of market education and implementation. These factors will determine whether it can truly disrupt this trillion-dollar industry.