Results of IAB Tech Lab's Blockchain Pilot Shows How Many Digital Ads Are Seen by Humans

It worked with Lucidity on the first test

A new pilot test for blockchain-powered digital ad campaigns is shedding a little more light on what’s already become obvious: Clicks are not always as human as they appear.

To better understand how much waste exists in digital campaigns, IAB Tech Lab and Lucidity spent the second half of 2018 running a dozen campaigns from brands like Toyota written onto Lucidity’s blockchain technology.

By ingesting signals from all parts of the supply chain and writing them onto a blockchain, Lucidity verified which impressions and clicks were real traffic and which were likely from bid caching—a controversial process of storing bid requests and then using them to bid on other inventory—or bot fraud. The

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