DESCRIPTION OF BUSINESS
Atayen Inc, registered in the United States, is developing the SaTT token project, which aims to disrupt the online advertising industry by introducing blockchain-based solutions, lowering friction, and bringing together advertisers and publishers. The project aims to use blockchain technology to reduce the existing problems with the current centralised digital advertising platforms, which provide inefficient fee structures, lack cost transparency, and subject customers to long payment cycles.
The SaTT platform offers a way for advertisers to set up the criteria of campaigns to promote their brand. These criteria include target audience, social media platforms, duration, and budget options like price/view, price/like, price/share, etc. The industry grew by 6% in 2020 and is projected to be worth $355 billion by the end of the year 2020, and $460 billion by the end of year 2024.
The team proudly states on their website that they have been working together for ten years. They have experience with the Facebook ecosystem and state that this experience will enable them to build Smart-Contracts with data oracles from Facebook Analytics (and, by extension, with others like Google). Overall, the team seems to be experienced enough to bring this project to life.
According to the company: ‘The SaTT token will not be legally considered a security, since it does not give rights to dividend, interest, profit-sharing, or any other remuneration. Also, SaTT tokens will not be considered shares because they do not give access to ordinary or extraordinary general meetings of ATAYEN, Inc.’
Our researchers gave SaTT token a final rating of 63.9%. The breakdown of this rating is available at the end of this report.
PRODUCT & COMPANY DESCRIPTION
SaTT aims to create trust and efficiency between advertisers and content creators (publishers) through the use of blockchain technology. It attempts to enable a better advertiser-publisher interaction through reduced costs, faster payments, and decentralisation through blockchain technology and smart contracts that incorporate data oracles (from Facebook, Google Analytics, etc.) These smart contracts can be configured to meet the needs of every advertiser.
Essentially, SaTT offers a way for advertisers to set multi-platform campaigns to promote their brand based on their target criteria. Examples of these criteria are the target audience, social media platforms to use, duration, and budget options like price/view, price/like, price/share, etc.
The SaTT Token project aims to connect advertisers with their potential publishing partners for social media campaigns.
By using smart contracts, the project aims to make such collaborations as precise and efficient as possible. They claim their approach would help to set up exact and efficient advertising campaigns regarding time and costs, with close to none fraudulent activities or data distortions from the publishers’ side.
MARKET CONDITIONS AND COMPETITION
The Digital Advertising market is currently expanding, with more ads going from traditional print and TV to online advertising and social media. Social media makes for more than 33% of the current market, as opposed to TV with 28%.
According to Statista, the industry grew by 6% in 2020, and is projected to be worth $355 billion by the end of 2020, as well as $ 460 billion in 2024. The same report states that ‘in the Digital Advertising market, 82% of the Digital Advertising revenue will be generated through programmatic advertising in 2024.’
According to another report by Beroeinc, the current size of the global digital marketing industry is $300 billion, expected to reach $380 billion by the close of 2020 (CAGR of 17.6%).
Does the product have a good market fit?
The short answer is Yes: it is fair to claim that the project’s product has a good fit in the current advertising market.
Projections of 82% of the Digital Advertising revenue to come from programmatic advertising indicate that this way of advertising (which is highly efficient and precise) is here to stay, and will continue to be in demand. This hints a tendency of the industry towards efficiency and standardisation. SaTT tokens’ solution aims to make social media campaigns more comfortable to manage across a broad span.
The project’s whitepaper does not address competition. There is, however, a big ecosystem of digital marketing startups using blockchain technology (in one way or another) and that can be considered competitors. Some examples of these potential competitors are:
- Metax – Creates transparency in the advertising value chain by using an adChain Registry, which provides an listing of low quality and fraudulent providers in the space. This competes with SaTT, as of page 4 of the white paper.
- Rebel AI – Combats ad fraud with a blockchain-enabled verification system.
- Lucidity – Ensures transparency and accuracy of data using smart contracts to track payments and prevent fraud.
- KIPP – Mobile advertising using real-time marketing data.
How is SaTT token different from its competition?
The project is different from competitors because of its comprehensive approach. I.e., while its competitors address one or more the features below, SaTT addresses all of them as an integrated solution:
- Giving advertisers the power to define criteria for campaign participation and help select the most relevant publishers.
- Smart contract technology that uses 3rd party APIs to quantify the performance of ad campaigns.
- Increasing trust and preventing fraud using blockchain technology.
- Using SaTT tokens (the project’s native cryptocurrency) to reduce costs and increase the speed of payments.
SaTT presents the following range of products:
- SaTT token, an ERC-20/ERC-223 token.
- Pay by SaTT for Android & iOS, a cryptocurrency wallet supporting Bitcoin, Ethereum and SaTT.
- SaTT dAPP, a web application which is the main product of SaTT.
- The When Moon? app, A simple game dabbed by the company as a ‘Unity application’ for community building purposes, participation in the ICO, and usage of SaTT tokens.
The Beta version of SaTT’s smart contract was completed in Q1 2019, the wallet iHAVE Android, and SaTT dAPP were finished in Q2 2019. The Wallet iHAVE iOS and ‘Launch Campaign’ editor v1.0, which were scheduled to be completed in Q1 2020, are still under development. The influencers directory, v1.0, which was scheduled to be completed in Q2 2020, is still under development. These last two features are part of the completion of the SaTT dAPP.
SaTT dAPP is the main product and platform of the project. In this application, you can have a wallet supporting SaTT, Ethereum, Bitcoin, Jetcoin, DAI, OMG, USDC, 0x, and Maker. It features a referral function, allowing users to create a link to share with friends and contacts. Other parts of the platform are:
- ‘Transaction History’, which allows users to view all the transactions of the wallet, as well as the entire transaction history of the SaTT token.
- ‘Advertise your Brand’. This feature is used by the user to create a new advertising campaign. It allows users to customise their campaigns and provide marketing materials like audio, video, pictures, and text to be used by publishers.
- The ‘Monetize audience’ feature, which is an overview of the user’s account, providing historical information regarding pending and ended campaigns that the user either created or participated in. It also allows users to see the amount of money, subscriptions etc. that they received. This is also where a user can search for other users campaigns to participate in them.
The SaTT advertising platform makes use of a dedicated smart contract mechanism which lets advertisers create campaigns with specific conditions, which can be stored in the blockchain and are searchable via dedicated APIs, thereby making it very difficult to tamper with results.
There is no mention of a third-party audit of their smart contract code.
The SaTT tokens make use of both Ethereum’s ERC-20 and ERC-223 standards. ERC-20 makes use of a Proof of Work (PoW) protocol. ERC-223, on the other hand, is an improvement on the ERC-20 protocol: It helps to propel tokens into economic abstraction, especially at a contract level. On this level, this standard allows the use of tokens as first-class value transfer assets in smart contract development. Additionally, it is a standard that doesn’t allow for token transfers to contracts that don’t support it.
While it is technically possible to enable a lot of the functionality of the platform without using blockchain technology (using regular databases and UI/API/ETL), the blockchain’s immutable and decentralised ledger technology and smart contract functionalities are significant enablers.
Specifically, SaTT uses the blockchain to:
- Use smart contracts to give advertisers the power to define criteria for partner participation and help select relevant publishers.
- Use smart contracts that use 3rd party APIs to quantify the performance of ad campaigns.
- Increase trust and preventing fraud using smart contracts for governance, and to ensure availability of data oracles and the integrity of ads.
- Use the SaTT token to reduce costs and enable quick payments.
- Use a decentralised register, an API, and an SDK to govern ad transactions.
At the moment, the Ethereum Blockchain the project uses isn’t scalable. SaTT will have to seek for second-layer solutions (L2) to deploy their smart contracts or wait for the Ethereum 2.0 update, which is expected to make the protocol much more scalable and faster. In the long run, the project will need to seek permanent solutions to the scalability issue.
The project has a roadmap showing completed milestones and those under development from April 2018 to date. iI does not, however, show anything beyond Q3, 2020.
The following can be said as highlights of the project’s main executives:
Gauthier Bros, CEO – More than 10 years of experience in the Tech development industry. He is a co-founder for SaTT Token’s parent company, Atayen.
Stéphanie Clement, CTO – She has 12 years of professional experience in the Tech space, and has been the CTO for SaTT Token’s parent company, Atayen, for the past 5 years. She also has extensive experience with blockchain and cryptocurrencies.
Samir Ksibi, Associate Partner – He has more than a decade of experience in Tech, with digital and marketing tools being a strong suite of his. He has been an associate partner to Atayen for the past six years.
Geoffrey Moya, Blockchain Expert – He has a cumulative 16 years of experience in the web, apps and blockchain development space. He has been working with SaTT Token’s parent company, Atayen, for the past four years.
Caroline Pourchier, Chief Design – There is no information about her professional experience on the project’s/company sites or LinkedIn.
The following is a breakdown of the project advisors’ experience:
Barrak El Homayssi – He has 24 years of experience, mostly around sales, marketing, and investments, of which the greater part have been in management roles.
Jean Michel Billaut – He has 42 years of experience in the banking, Tech and specialized blockchain industries.
Nabil Assaf – He comes on board with 15 years of experience in the customer care, tourism and hospitality industries .
Philippe Erb – He has 12 years of experience, mostly covering app development and advisory services.
Jordan Delagnau – He is a marketer with six years of professional experience, including three years as a marketing director at Atayen between 2016 to 2019.
Quentin Herbrecht – He has 7 years of experience in marketing, and has provided advisory services to over ten blockchain/crypto start ups.
The rest of the advisory team members’ public profiles could not be located.
General Comments on the Team & Advisors
Almost all the team members have more than ten years of experience in their areas of expertise, and all have worked with the project’s parent company for at least three years. As such, their roles, industry, working environment and teammates are very familiar to them, a key ingredient in successfully executing a complex project. They proudly state on their website that they have been working together for ten years.
There are no publicly known companies or projects that the team members have collaborated on that have ever been embroiled in controversies. The project website has very limited avenues to contact or communicate with the management team. The site only provides the company’s Telegram, Facebook, and Twitter pages, as well as a generic ‘Contact Us’ email address for this purpose.
From the LinkedIn accounts that we were able to find, we found that two out of six advisors do not mention their role at SaTT Token project publicly, while the other four do. No advisor is publicly known to have ever taken part in a scam or controversial project.
LEGAL AND COMPLIANCE SPECIFICS
SaTT Token project is developed by Atayen Inc.
Atayen Inc is incorporated in Delaware (US) under the company number 5555971, and their offices reside at 2915 OGLETOWN RD, NEWARK, New Castle, DE, 19713. The company was incorporated on the 20th of June 2014. The company has a European branch, Atayen Inc, which is incorporated in France, under the company number 811441302.
Documents certifying this information can be found at:
Delaware has a long history of being at the forefront of U.S. Commercial Law, and has maintained a position as the leading state for corporate incorporations. Additionally, the state became famous in the blockchain industry in 2017 for passing a law that permits companies to use blockchain technology to issue and track shares, called the Delaware Blockchain Initiative, under Governor Markell. Despite the initial enthusiasm and support for the initiative, the state slowed down its developments, and is moving on with far more caution with the new administration of Gov. John Carney.
The United States of America is notorious for its anti ICO regulations, and more often than not the Securities and Exchange Commission (SEC) classifies tokens as securities. This is why we can assume that opening a branch in France serves as a better basis for the projects’ token sale. In short, the French Parliament has adopted a favourable legal framework for cryptocurrencies, and France currently stands out in the European Union as a ‘blockchain/crypto-friendly’ jurisdiction, through a ‘soft touch’ approach favouring innovation and entrepreneurial projects.
Partnerships and Legal Agreements
According to the whitepaper, p.21, an oracle is an application between the smart contract and a data source to relay information on the performance of a campaign or process (number of clicks, number of views, ability to participate, validation of campaign integrity).
Although these are not company-level partnerships but rather technological in nature, we can see that SaTT token has partnered with the above companies.
The project lists Cedric Dubucq, Thomas Bernard and David Ybert de Fontenelle as legal advisors on p37 of its whitepaper.
KYC & AML
The company clearly spells out the KYC & AML process to be followed by investors interested to participate in the token sale. In short, it requires an ID card with information that corresponds with the details submitted during registration and a proof of residence document.
According to the whitepaper p.33 ,under the section ‘GENERAL INFORMATION’, the company claims that the token will not be legally considered a security, therefore it is classified as a utility token. The whitepaper provides that:
‘The SaTT token will not be legally considered a security since it does not give rights to dividend, interest, profit-sharing, or any other remuneration. Also, the SaTT tokens will not be considered shares because they do not give access to ordinary or extraordinary general meetings of ATAYEN, Inc.’
The company is very clear in terms of its KYC & AML policy, token classification and the risks involved, as provided in p.33 to p.36 in the whitepaper.
Most risks identified by the company in the whitepaper are general risks associated with crypto assets and token-based projects: risk of operating in unregulated markets with lack of investor regulatory protection and in uncertain and unpredictable market conditions, risk of volatile prices, risk of use of blockchain, as an unregulated network with potential danger of violation/token losses, risks related to crypto-exchanges where SaTT tokens would trade, risk of change in regulatory framework with potential impact on the token classification and model of the company, and risk of the project of the company not materializing or taking off. These risks are provided in detail in the whitepaper and are typically encountered in these token-based projects.
No further noteworthy legal risks were identified.
Atayen is running a token sale at the moment. They offer 20 billion SaTT tokens, aiming to raise a maximum of $28,560,000 and a minimum of $3,360,000 at the price of $0,0042 per token at the ICO stage.
The token allocation is quite transparent and well spelt out in the whitepaper. The price per token at every stage goes as follows:
Pre-ICO – $ 0.0021
ICO 1 – $ 0.0028
ICO 2 – $ 0.0032
Undistributed tokens during crowdsale will be burned.
The token supply is finite, but the company will hold a large amount of tokens, 66% of the total supply, which could be a reason for inflation over time.
The tokens that are allocated to associates, as well as to the team, are blocked by contract for a period of one year, and will be then made available in increments of 10% every month for the next 10 months.
Use of Funds
SOCIAL MEDIA AND VIRALITY
Bounty Campaign and Referral Scheme
As much as 7.75% of token tokens issued have been reserved for referrals, bonuses and bounties. This is quite adequate and one of the most generous bonus allocations in the space.
This allocation intends to take care of incentives for sourcing community efforts such as referrals, translations, social media campaigns, videos, etc., all geared towards the promotion of the project.
Pg. 23 of the SaTT whitepaper describes the 5% referral program.
The project has received public reviews in ICO rating outlets, some of them being:
ICO Bench – 4.5
Coincheckup – 90.50%
Cryptototem – 9.1/10
Everything you see in this report is the aggregate result of an extensive research process carried out by a distributed team of researchers and crypto enthusiasts around the world. The process consists of 60 questions divided into three phases. Researchers are called to answer these questions about a project, while providing links or screenshots as evidence to support their answers. For every answer, they also provide a rating from zero to five. The average of their ratings is detailed below.
Our researchers gave SaTT token a final rating of 63.9%.
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