2 Years Ago, Blockchain Was Hyped as a World Changer. So What Happened?

The rise and stall of one of the tech world's most promising innovations

computer servers nearly obscured by bundles of wires
With its transformative promises still unfulfilled, blockchain fatigue is spreading through the business world. Getty Images

When Ken Brook founded the blockchain ad-tech startup MetaX in early 2017, the notion of applying the decentralized ledger system behind cryptocurrency to the ills of digital advertising was still relatively novel. A prolonged rally in the price of bitcoin had brought buzz to all things blockchain, and the company received plenty of early attention. Other startups soon followed in droves.

This story first appeared in the Jan. 6, 2020, issue of Adweek magazine. Click here to subscribe.
@patrickkulp patrick.kulp@adweek.com Patrick Kulp is an emerging tech reporter at Adweek.