It seems that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems. The Interactive Advertising Bureau (iAB) has release its first publication on the topic.
The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — such as transparency, increased efficiency and reduced fraud. The paper even looks at several use cases.
So what are blockchains? They are distributed ledgers where transactions are open to all participants and, once recorded to the chain, are virtually impossible to change. With these ledgers, there isn’t a central authority, since blockchain tech is built on various kinds of consensus. The advantage of this approach is trust between parties who don’t know each other, and possibly less fraud because transactions are known.