Blockchain and adtech: What’s interesting, what’s hard, and what the industry really needs

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.

Get all the info in my post on TUNE’s blog …