Ad tech is not immune to jumping on new trends. Remember big data? These days, blockchain is the latest craze . Interest — if not precise understanding — from advertisers and publishers in how the technology could be applied to the digital ad supply chain to make processes more transparent has spawned a cottage industry of vendors rolling out flashy decks and concepts. The problem, per usual: The promises more often than not far exceed the present-day reality.
For every smart blockchain business proposition, there are four more startups making loud, but mostly empty claims about what they can deliver. It’s either that, or they’re randomly asking for people to donate to their initial coin offerings, but without any sign of a viable product.
“No one has a viable product yet at scale,” said Dan Wilson, CEO of London Media Exchange. “I’d say 95 percent of current blockchain vendors will be blown up inside 18 months, maybe less.”
Read More at The Original Article: digiday.com
