http://www.odwyerpr.com/story/public/10263/2018-02-28/blockchain-will-bring-transparency-digital-advertising.html
The efficacy and credibility of digital advertising is being questioned by some of the world's largest brands. Marc Pritchard, CEO of P&G recently lowered the company's digital advertising budget by $100MM only to then refer to the digital ad ecosystem as “murky at best, fraudulent at worst.” This criticism isn't unwarranted. The lack of attribution and transparency makes it difficult for enterprises to understand the true benefit and lift from their digital ad campaigns.
Yet perhaps an even greater detriment to digital advertising is the ubiquity of fraud. In 2017 digital ad fraud was estimated at $18 billion, mostly in the form of domain spoofing, bots and non-human traffic. At present there are more bots on the internet than actual human beings, with this number increasingly annually.
Blockchain might be able to remedy this growing problem. By using a decentralized ledger with the ability for open audit, all participants can gain a clear picture of all transactions and rest assured that they are getting what they paid for. Moreover, blockchain will provides a platform to improve upon the fundamentals that anti-fraud companies use, such as identifying the user agent, IP address, and time on page.
Nonetheless, broader adoption of blockchain within digital advertising has not yet begun. There is the challenge of education and changing patterns of behavior already instilled in a stubborn ecosystem. Yet despite Blockchain's infancy, the underlying technology guarantees that it will eventually become the backbone of the how advertisers, publishers and ad agencies do business.
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