As Blockchain Falls Short of Expectations, Advertisers Look to Ad Tech for Solutions Instead

The needed tools may already be at marketers' disposal

When did blockchain become the official path to transparency for digital advertising? Don’t get me wrong: Distributed ledgers are a promising new technology with the potential to revolutionize many aspects of our digital lives. Digital currencies built on blockchain have already proved to be a significant, if somewhat erratic, economic force. Cryptocurrency powered by blockchain has produced skyrocketing values, although some of that value has tumbled as quickly as it rose. But beyond the boom and bust of crypto, blockchain hasn’t really delivered on any of the big promises made by its biggest boosters.