[ad_1]<div _ngcontent-c14 = "" innerhtml = "
SOURCE: Getty Images
Blockchain is so powerful that lambs can lie down with lions.
Maybe not real lambs and real lions, but when the four largest holding companies of the planet – IPG, Publicis, Omnicom and WPP – gather behind a single initiative, and companies like IBM, Meredith and Tegna join they know something big is going on.
Adledger, the consortium of which the four advertising giants are part, was created to allow media companies to find a way to use blockchain technology to create positive changes, solving a number of industry problems, including the four # 39; apocalypse of the announcement: fraud, lack of consumer privacy checks, an excessive supply chain that harms publishers and a lack of transparency between publishers and advertisers. Their hope is that, by adopting blockchain technology and the systems that run it, the advertising industry can help restore advertiser confidence, while increasing results.
Start with education
"Education is an important part of driving adoption," said Christiana Cacciapuoti, executive director of AdLedger. "There has been a lot of talk about blockchain, and yet so few people really seem to understand it, much of what is out there in terms of explanation is written at a very high level or it deals with cryptocurrency, it is written for people with a strong technical background. so talking to our members, an almost universal feedback we received was that there seemed to be no place for them to get a 101 style foundation on how the media blockchain works. "
That said, it is quite noteworthy that the four main ad groups – barely able to agree on which day of the week it is – have all boarded.
"They realize that this is a change of game", observes Cacciapuoti. "It's an opportunity to straighten out all the old wrongs." Advertising had a huge boost when it became the backbone of the monetization on which the Internet was built, but when it grew, many, many unexpected problems and barriers emerged. and this is what we are trying to solve ".
One of the many reasons why blockchain technology is so attractive to advertising agencies is that it allows them to eliminate the scores of brokers that have grown over the years, companies that measure and validate and take an ever larger piece of every advertising dollar . Since these are processes that happen instantly and automatically with blockchain, it limits the number of parties involved. & nbsp; This in turn ensures that publishers (and their advertising agencies) do not give up revenue unnecessarily, greatly reducing the amount of complexity on each transaction.
Blockchain-based systems for media can also greatly improve measurement, as each view and every transaction is tracked automatically. Brands only pay viewers who have seen their ads, while networks and publishers do not have to worry that many of their viewers will not be counted.
Say goodbye to fraud
The reduction in fraud, which has plagued the digital ad industry, is probably the number one reason why all large groups of agencies are attracted to the blockchain. Frauds can be electronic programs that violate legitimate websites or automatically create unauthentic hits, increase costs, or they can be effective by clicking on ads that do not display.
With blockchain-based systems, there is no more possibility of fraud. Everything is recorded and traced and it is easy to understand if IP addresses go back to legitimate users.
The elimination of fraud is of immense importance to the digital media industry in general, since the big brands are shifting millions of dollars from digital because they realize that much of what they are spending is wasted due to of massive advertising fraud.
OTT is the testing ground
For television, OTT or digital television, it will probably be the test bench for the blockchain. Because the advertising market is still under development and because everything is digitally distributed, it is an ideal testing ground for blockchain technology and it is precisely there that the industry seems to concentrate its efforts.
One of the first efforts in this regard is two members of Adledger, Beachfront Media and MadHive. With the MadHive technology in place, Beachfront will be able to use blockchain-based data in real time to improve advertising campaigns based on customer audiences during execution, allowing programmatic buying.
"From an advertiser's point of view, they want to be able to trade in OTT the way they're doing digital transactions," Beachfront CEO Frank Sinton said. "In the end, what they really want is to be able to make transactions programmatically, they want to have the granularity of the public purchase and what the blockchain really adds is data security."
Blockchain still has a long way to go before getting mass adoption. But since it has already acquired all four major ad groups – a small miracle per se – adoption is likely to happen before then.
NB: it is possible to download the Adledger card Here.
& Nbsp;
">
Blockchain is so powerful that lambs can lie down with lions.
Maybe not real lambs and real lions, but when the four largest holding companies of the planet – IPG, Publicis, Omnicom and WPP – gather behind a single initiative, and companies like IBM, Meredith and Tegna join they know something big is going on.
Adledger, the consortium of which the four advertising giants are part, was created to allow media companies to find a way to use blockchain technology to create positive changes, solving a number of industry problems, including the four # 39; apocalypse of the announcement: fraud, lack of consumer privacy checks, an excessive supply chain that harms publishers and a lack of transparency between publishers and advertisers. Their hope is that, by adopting blockchain technology and the systems that run it, the advertising industry can help restore advertiser confidence, while increasing results.
Start with education
"Education is an important part of driving adoption," said Christiana Cacciapuoti, executive director of AdLedger. "There has been a lot of talk about blockchain, and yet so few people really seem to understand it, much of what is out there in terms of explanation is written at a very high level or it deals with cryptocurrency, it is written for people with a strong technical background. so talking to our members, an almost universal feedback we received was that there seemed to be no place for them to get a 101 style foundation on how the media blockchain works. "
That said, it is quite noteworthy that the four main ad groups – barely able to agree on which day of the week it is – have all boarded.
"They realize that this is a change of game", observes Cacciapuoti. "It's an opportunity to straighten out all the old wrongs." Advertising had a huge boost when it became the backbone of the monetization on which the Internet was built, but when it grew, many, many unexpected problems and barriers emerged. and this is what we are trying to solve ".
One of the many reasons why blockchain technology is so attractive to advertising agencies is that it allows them to eliminate the scores of brokers that have grown over the years, companies that measure and validate and take an ever larger piece of every advertising dollar . Since these are processes that happen instantly and automatically with blockchain, it limits the number of parties involved. This in turn ensures that publishers (and their advertising agencies) do not give up revenue unnecessarily, greatly reducing the amount of complexity on each transaction.
Blockchain-based systems for media can also greatly improve measurement, as each view and every transaction is tracked automatically. Brands only pay viewers who have seen their ads, while networks and publishers do not have to worry that many of their viewers will not be counted.
Say goodbye to fraud
The reduction in fraud, which has plagued the digital ad industry, is probably the number one reason why all large groups of agencies are attracted to the blockchain. Frauds can be electronic programs that violate legitimate websites or automatically create unauthentic hits, increase costs, or they can be effective by clicking on ads that do not display.
With blockchain-based systems, there is no more possibility of fraud. Everything is recorded and traced and it is easy to understand if IP addresses go back to legitimate users.
The elimination of fraud is of immense importance to the digital media industry in general, since the big brands are shifting millions of dollars from digital because they realize that much of what they are spending is wasted due to of massive advertising fraud.
OTT is the testing ground
For television, OTT or digital television, it will probably be the test bench for the blockchain. Because the advertising market is still under development and because everything is digitally distributed, it is an ideal testing ground for blockchain technology and it is precisely there that the industry seems to concentrate its efforts.
One of the first efforts in this regard is two members of Adledger, Beachfront Media and MadHive. With the MadHive technology in place, Beachfront will be able to use blockchain-based data in real time to improve advertising campaigns based on customer audiences during execution, allowing programmatic buying.
"From an advertiser's point of view, they want to be able to trade in OTT the way they're doing digital transactions," Beachfront CEO Frank Sinton said. "In the end, what they really want is to be able to make transactions programmatically, they want to have the granularity of the public purchase and what the blockchain really adds is data security."
Blockchain still has a long way to go before getting mass adoption. But since it has already acquired all four major ad groups – a small miracle per se – adoption is likely to happen before then.
NB: it is possible to download the Adledger card Here.
