It seems like the whole world is abuzz about Blockchain, with evangelists in every vertical convinced that the technology has applications poised to revolutionize their industry. For digital ads, Blockchain’s promise lies in its potential to make ad supply chains transparent.
According to 2017 data, about 40% of spend goes to fees. That 40% goes to a range of ad tech providers, data sellers and potentially inventory arbitrageurs, many—but not all—of which add value. Cutting out the ones that don’t pull their weight is difficult when the brand behind the buy has little visibility into where its dollars actually go, who all the parties to the transaction are, and whether they were all necessary to the campaign. Blockchain can change that.