Revolutionizing AdTech with Blockchain – How Smart Contracts are Transforming the Programmatic Adver
The use of blockchain technology is revolutionizing the programmatic advertising industry. Not surprisingly even IAB has a Distributed Ledger Working Group that continuously investigates applications of emerging technologies in distributed ledger and cryptography and how to apply them to solving advertising challenges in connecting consumers with brands and managing consumer privacy and transparency in the supply chain. Blockchain technology is the future of programmatic advertising and can be used to bring transparency into the AdTech industry. Lets dive deep into the details.Mistrust in a programmatic world The main issue of programmatic advertising is that it requires a lot of technologies to do it correctly. Digital advertising is a rather fragmented ecosystem which incorporates brands, agencies, data companies and so on. With the introduction of programmatic systems, the fragmentation has only grown larger. 7-15 vendors are normally required to execute a simple ad campaign. Vendors have different ways of tracking and measuring campaign performance introducing inconsistency and making it difficult to understand for marketers. As they decide on pricing, this also has a big influence on the market today. Marketers often lack accurate data on how well or poorly their campaigns are likely to perform. As a result, buyers are unsure who should be getting