Blockchain’s use in qualifying impressions can boost return on ad spend by as much as 14%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 21, 2020, 12:52 PM GMT+0

In a recent Trustworthy Accountability Group (TAG) study, 80% of impressions studied met brand’s compliance criteria.

The study looked to understand the use of distributed ledger technology (DLT), a blockchain tech, in digital advertising, to measure its effectiveness. Ad impressions form several industry players’ log files delivered to the DLT network were included.

With the study being split into three phases, 80% of the ad impressions met brand’s compliance criteria collectively, as per Jules Kendrick, TAG. Of the 20% that weren’t qualified, 10% impressions were poor due to measurement or matching discrepancies.

6% were identified as a high brand safety risk, another 3% were non-measurable and 1% were suspicious. Return on ad spend could be 14% if inventory sources and supply chain paths based on qualified compliance data were selected and distributed to DLT.

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