The promise of blockchain is extreme in almost every facet of technology. Having a common record book that everyone can see, and no one individual can alter, is a simple but stunning idea that could revolutionize advertising through more trustworthiness, lower costs, better transparency, and a renegotiated contract with consumers.
But not all blockchains are equal.
And some problems are harder to solve than others.
There are four major problems in advertising right now: fraud, privacy, complexity, and supply consolidation. Blockchain has the potential to address several of them, but probably not all. Before we address how blockchain can or can’t help, let’s summarize the core issues.
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