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

Opinion: Approach these gurus with caution

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.

Does this sound familiar?

So-called blockchain gurus will try to tell you that merging influencer marketing programs with blockchain capabilities will prove to be lucrative.

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