Frustration among advertisers has boiled as it relates to the inability and unwillingness of many ad tech players to truly address and resolve the transparency and fraud problems that have been plaguing the digital programmatic advertising industry in recent years. In many ways, the ad tech community has holistically failed its clients, and nearly everyone has reached the collective consensus that something must change.
The efficacy of blockchain as a solution in programmatic digital advertising has been at the forefront of the conversation as people realize the status quo is failing and fast. Unfortunately, understanding of blockchain in the marketing field is relatively limited right now, and we’re seeing some players inappropriately employ the terms in misleading ways.
Let’s be clear: One of the biggest problems with the ad tech space today is the fact that too much power and visibility is being centralized with a very few numbers of players. Now, to resolve the glaring issues within the programmatic system, some are looking to employ even more centralized solutions to solve the ad tech problem. Some companies are building or exploring products, slapping “blockchain” on the box and hoping that nobody notices the difference. That’s not only dangerous — it’s also woefully inadequate. If something is a centralized solution, it’s not a blockchain solution. It’s as simple as that. If you can’t audit the data, it’s not blockchain.
Read More at The Original Article: martechseries.com
