Blockchain in Ad Tech
The evolution of digital advertising is moving forward at a staggering pace. The evolution of technology is directly proportional to the changes which impact the technology. This has been the case from the initial transition of digital advertising from television to the internet space. In the current day and age especially the digital ad world is one of the high market cap industry.
Blockchain in Ad tech- What’s new?
Blockchain shows potential and promises to resolve the said drawbacks or shortcomings in the digital advertising arena. Blockchain brings it’s attributes of Transparency, Security, Immutability and integrates with advertising platform. These attributes are accepted and adopted in the Ad tech fraternity as transparency is one such aspect which seems to lack in the industry. Most of the process and workflow are very much opaque to both the advertisers and the publishers who deliver these advertisements to the end users. Middlemen such as ad exchanges and ad agencies too, feel the grunt as the system is outdated.
One of the main reasons for this to thrive is the opaqueness of the current advertising systems. By bringing in Blockchain advertisers can create a enhanced and robust verification offering. Advertisers can create a set of interoperable open protocols built on a immutable blockchain platform of their choice. They can maintain and store infinite records of publisher domain names accredited as not fraudulent.
- Middleman elimination
- Advanced targeting
- Anti-Fraud clicks and impressions
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