Blockchain Is Magic for Influencer Marketing, But in a Bad Way

Opinion: Approach these gurus with caution

Blockchain solutions are maddeningly short in detail iLexx/iStock

The blockchain value proposition is that ad fraud and a confused and complicated marketplace prevent brands from running successful influencer marketing campaigns, and that blockchain solves these problems through price transparency and better metrics measurement. However, what blockchain solutions don’t provide are any concrete details about how they solve those problems or how blockchain solutions are different from existing platform technologies. What blockchain definitely provides is a magic buzzword for vendors to convince clients that blockchain will make their troubles disappear.

@jody_n_hart Jody Hart is vice president of technology at CLEVER.