What is it? Blockchain in advertising is a range of mostly speculative blockchain application opportunities to deal with fraud, lack of transparency, privacy and barriers to open competition within the advertising supply chain. Potential applications include contract mediation; registration of consumer consent for use of personal data; and independent verification of content, ad impressions and conversions.
What should marketers do? The potential impact of the technology is high, but there are significant challenges with blockchain with regard to scalability, performance and adoption. Marketers should build their knowledge on blockchain and look for opportunities to participate in trials and pilots. Maintain a healthy skepticism about claims for blockchain’s applicability for large-scale, low-latency implementations, but don’t let it blind you to the technology’s potential for securing and decentralizing ad markets.
For example, beyond fraud prevention, blockchain could offer new ways for consumers to manage personal data. It can enable organizations and individuals to verify the provenance of content and goods, reducing the threat of association with fake news, counterfeit products and ads promoting them.