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

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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.

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This story first appeared in the Jan. 6, 2020, issue of Adweek magazine. Click here to subscribe.