Blockchain can help the digital ad industry identify click discrepancies and bot infiltration

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 27, 2020, 10:30 AM UTC

It lets adtech platforms automate campaigns.

This article points out some trends and states the role blockchain could play in digital advertising in 2020. Blockchain, with its use of distributed ledger technology (DLT), provides advertisers and publishers with a safe environment to connect with the right audience and make the right transactions.

Blockchain would find applications in identifying and flagging sites with click discrepancies and bot infiltration. Adtech platforms can leverage blockchain to automate campaigns based on a set of rules. This allows advertisers to use budget on better sites to serve ads.

Ad technology platforms can automate campaigns based on a set of rules. Advertisers can then direct the budget towards better sites to show ads. This allows leads and subscriptions to be more genuine and identifiable.

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[4 minute read]