Can Blockchain Technology Solve Digital Marketing’s Ad-Fraud Problems?

IAB, GroupM and Nasdaq aim to find out

It might still be early days for digital currency, but marketers are increasingly piggybacking on the rise of tender like bitcoin and applying those concepts to digital advertising. In a nutshell, they’re seeking a more transparent and efficient way of running online marketplaces.

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Tech companies, publishers and media buyers have begun experimenting with marketplaces built on blockchain—a digital ledger that records transactions using encryption for security and accountability. And although it’s still uncertain whether blockchain is a game changer or a pipe dream, some say the system has the potential to create the kind of transparency that advertising desperately needs by cutting off bot traffic and protecting brands from unsavory content.

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This story first appeared in the Aug. 7, 2017, issue of Adweek magazine. Click here to subscribe.