With the popularity of blockchain technology especially in cryptocurrency, there are discussions of the leverage of how blockchain technology may be applied in different challenges. Advertising industry was one of them. I was surprised when I read the article (link provided below) that different from most of the opinions the author seems more negative on the application.
One of the key issue the author argued is the 'lower speed' of blockchain made it unable to achieve the real time transaction in advertising. I do not agree with the author in this point. The blockchain technology evolves dramatically these days. Several blockchain technology startups are working on the improvement of the argorithm which will highly increase the speed of computing. With the support of these new argorithm, the speed issue could be solved easily in the coming future.
In addition, I think the author missed one of the key advantages of blockchain technology - decentralization. With the digitized, decentralized, public ledger, the transactions on blockchain could be achieved without centralized record keeping. The character, together with the advantage - the author mentioned - 'smart contracts', enable the blockchain technology to lead advertising into a new era. The planning, bidding, programming and analyzing could be done by the technology itself. This might be the way how blockchain may bring to the industry.
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