James Wallace has seen the future. It’s a vision  far more revealing than those who only proffer casual and superficial glimpses. As the resident futurist at tribeOS, especially in matters of technology, Wallace sees massive shifts in the world and businesses as we know them.

Wallace sees technology and the people innovating it as true catalysts of these dramatic changes. To best understand this unique perspective look no further than where Wallace has been.

In addition to his technological mastery (Wallace has built hundreds of applications in over 25 tech startups), advertising and marketing are also in his DNA. In fact, his family’s business spans five generations of advertising experience serving Fortune 500 clients for over a century.

James had many reasons for joining forces with tribeOS, the greatest being its core mission: create an advertising marketplace that makes stopping ad fraud its highest priority. For Wallace, the losses from ad fraud are real, visceral and total millions over the years. This motivated him to build the best tools to protect not only his own companies, but the network’s advertisers and publishers as well. These tools helped form some of the foundational elements of the tribeOS software suite.

And yet Wallace’s most fervent passion involves the growing prominence of blockchain and the life and business altering potential it ultimately represents. And it’s that very reason that got Wallace on Forbes radar.

A December 1st article in Forbes titled, “Can Blockchain Technology Save the Environment?” quoted several industry authorities, including James Wallace from tribeOS. In Wallace’s view, “Blockchain can restore balance to the environment by removing all of the waste in the supply chain (of everything).”

Waste of all kinds is typically mentioned in the abstract which is why Wallace provided specifics with respect to the environment “Unintentional waste is caused by simple tracking, accounting and processing inefficiencies, which are largely due to in-operability across differing systems and error and waste caused by human interaction. Intentional waste is caused by unnecessary third-party intermediation encouraged (and protected) by crony capitalism” said Wallace.

As Wallace continued, “Indirectly, and profoundly more impactful, blockchain will naturally create environmental benefits by ensuring the significant reduction of corruption in government and its collusion with the financial and energy industries,” said Wallace. “Much of the damage to the environment is caused by unnecessary intervention by these three parties, with the sole intention of generating profits for private businesses with no care or consideration for the cost to the ecology and communities.”

Wallace concluded with a compelling thought: the seismic shift of power from the few to the many. “At a time when our political votes don’t represent our views and result in legislation that protects our environment, our dollar votes do move business mandates that can improve the environment,” said Wallace. “A growing number of consumers will buy products with an audited supply chain that shows the ecologically friendly harvesting of natural resources by workers in safe environments, purchasing and importing of goods done via fair trade agreements, and the low energy cost transportation of the product to the consumer.”

It’s easy to discover a common theme between Wallace’s blockchain prediction for the environment and the role it plays with the tribeOS marketplace. This parallel is reflected in the advantages of democratization and transparency that open ledger protocol provides on blockchain.

And for all those participating in the tribeOS marketplace, which includes advertisers, publishers and visitors, all are on equal footing with full knowledge of where, how and what is ultimately spent on ad purchases.

To get an expert quote from James Wallace about other technology topics, send an email here.

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