Gartner Research

Market Insight: How to Capitalize on Disruptive Blockchain-Based Advertising Platforms That Enable GDPR Compliance

Published: 02 March 2018

ID: G00351094

Analyst(s): Avivah Litan , Deborah Kish

Summary

Technology business unit leaders should capitalize on opportunities to develop products and services for new online advertising platforms built on blockchain technology. These platforms can disrupt digital business as usual, while keeping consumer data private and organizations GDPR compliant.

Table Of Contents

Analysis

  • The Problem
  • The End Result
    • No Consumer Privacy and Incessant Annoying Tracking
    • Publishers Are Losing Revenue and Their Brand Value Is Getting Commoditized
    • Ad Fraud and Consumer Data Theft Are Rampant
  • How Blockchain Technology and New Browser and App User Interfaces Can Address Shortcomings in Current Ad Tech
    • Auditability of Transactions
    • Cryptocurrency Payments
    • Smart Contracts
  • Browser and Application Interfaces to the Blockchain-Based Ad Platform

Background and Context

  • Market Dynamics
    • Blockchain Experimentation
    • Brave and the Basic Attention Token
    • Blockchain Ad Networks Face Major Challenges in Upending Existing Ad Business Models
    • Online Privacy and GDPR Drive Security Spending

The Impact

  • Opportunities for Technology and Service Providers in the Advertising Market
    • Products and Services for Ad Platform Business Participants
    • Products and Services for Consumers — Private Browsing and Cryptocurrency Payments

Conclusion

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