Almost every other day, it seems that there is a new startup that claims it can cure the woes of digital advertising with blockchain — while doubters point to the technology’s limitations.

To help sort out the VIP from the players, the Interactive Advertising Bureau (IAB) Tech Lab announced this week that its Blockchain Working Group is launching a pilot program.

The program looks at blockchain-based, advertising-targeted projects from the Working Group’s 100+ member organizations. It then writes a white paper that attempts to point out the actual value — and possibly throw shade on the hype — of blockchain’s potential for this industry.

So far, projects have been identified from Kochava Labs, FusionSeven, MetaX and Lucidity. Each includes a variety of ad tech participants, including advertisers, agencies, DSPs, publishers and exchanges.

[Read the full article on MarTech Today.]

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