Will blockchain upend digital advertising as we know it?

Aug 14

The tech could solve myriad issues pertaining to ad fraud and non-transparency, but would be yet another disruption to an industry still scrambling to achieve digital transformation.

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Online ad companies, to put it pointedly, are quickly losing the trust of brands. But for those who still cherish digital’s flexibility, wide creative canvas and globe-spanning scale, blockchain technology is looking more and more like a balm to many of the channel’s glaring and growing blemishes. Two pillars of blockchain — micropayments and smart contracts — were cited by multiple sources interviewed for this piece as being able to clean up and greatly simplify the digital media supply chain.

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“This industry has always been known to be unregulated by the government,” he said of digital advertising. “If we’re not enforcing guidelines and standards that protect data and allow us to be responsible, then we’ll continue to see the government step in, place fines and get more involved.”

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