Because Blockchain can and must be developed for digital advertising

<div _ngcontent-c16 = "" innerhtml = "

Shutterstock

The buzz of the blockchain has grown in recent years, as can be seen in the $ 2.1 billion dollars & nbsp; to be invested in technology in 2018. While eyes and investments have moved onto the blockchain while digital currencies such as Bitcoin have become popular, there are more ways to use blockchain technology than companies financial, such as advertisers and advertising In fact, investing in the use of blockchain technology for the digital advertising world could change the landscape as we know it.

Before discussing how advertisers can use blockchain, we give a 39, look at how technology works, given that its innovative structure is what makes it popular for financial and technological companies, as explained by Paul Dughi, vice president and director general of WAAY-TV and AudiencePop, in a post on Medium "[blockchain’s] digital technology let know action to be distributed, but not copied. This means that every single piece of data can have only one owner. "

This is the most important part of how blockchain works and why so many companies that use digital currency use it to protect their relevant information, it is essentially a spreadsheet, duplicated on numerous computer networks and regularly updated . & Nbsp; Those less familiar with the blockchain can see, through this explanation, how the duplication and the absence of a position for all data make the global process safer and less probable.

A new payment process for advertisers & nbsp;

When it comes to advertisers, blockchain technology can be used when advertising platforms publish ads and payment distributors and publishers.As the design of blockchain it makes it so difficult to hack or commit frauds, advertisers may have a more secure process to distribute edits of their ads, but also make fraudulent traffic less likely.

James Hercher, a AdExchanger reporter, writes that many online advertisers and publishers hope the blockchain can be used to expose those who err in digital advertising space. While Hercher also writes about why the blockchain is not yet ready for the implementation of digital advertising, it is certainly a possibility considering what has become prevalent of hacking and fraudulent traffic.

A 2017 report, entitled " What happens next: How to reverse The Rising Tide Of Ad Fraud " estimated that global advertising revenue wasted by advertising frauds in 2017 could amount to $ 16.4 billion , and it is believed that this number will continue to increase . However, with the implementation of a technology like blockchain, it seems to me that the likelihood and the ability to commit advertising fraud would most likely fall, making potential savings in dollars a huge advantage for both advertisers and advertisers. publishers.

Industry Still Needs Trial and Preparation &

Hercher succinctly diagnoses the status of the blockchain and its potential use in the digital advertising world by explaining that many technology companies get bogged down in software integrations. Blockchain start-ups must develop proof of the advantages and many companies get scared when they hear crypto-currencies jargon.

To take some steps towards the implementation of blockchain in the digital advertising industry, all stakeholders must adopt an intelligent contract structure. An intelligent contract guarantees transparency and ensures that all parties respect the deadlines. The goal is to cut out the intermediary. If brands can buy directly from publishers and content providers, the market will become more efficient, content providers will make more money and advertisers will have the transparency they need.

For those who are higher up in their companies, the The most important thing to do is to educate yourself on blockchain, smart contracts and technology that supports these potential changes. With this knowledge, digital advertising executives can begin to pave the way for change. & Nbsp;

However, I still believe that blockchain technology slowly enters the advertising space. Big publishers and advertisers will test and see if a credible inventory is available. As the process has to change radically, there will be resistance and it will be difficult for a complete transition of the market. But blockchain technology is precious and is going to clean up much of the challenges advertisers face with the most successful spending budgets.

While there are still some legitimate concerns, blockchain poses the potential for a drastic and positive change in the digital advertising industry and deserves time and effort.

The Forbes Agency Council is a community of invitations only for executives in successful public relations, media strategy, advertising and creative agencies.
Do I qualify?

">

The buzz of the blockchain has grown in recent years, as can be seen in the $ 2.1 billion expected for the technology in 2018. While the eyes and investments have moved on the blockchain as digital currencies, like Bitcoin, have become popular, there are more ways to use blockchain technology than from financial companies, such as advertisers and advertising agencies. Indeed, investing in the use of blockchain technology for the digital advertising world could change the landscape as we know it.

Before discussing how advertising blockers can use blockchain, let's take a look at how technology works, because its innovative structure is what makes it popular for finance and technology companies. As explained by Paul Dughi, vice president and general manager of WAAY-TV and AudiencePop, in a post on Medium "[blockchain’s] technology allows to distribute digital information, but not to copy it. single data can have only one owner. "

This is the most important part of how blockchain works and why so many companies that use digital currency use it to protect their relevant information. It is essentially a spreadsheet, duplicated on numerous computer networks and updated regularly. Those who are less familiar with the blockchain can see, through this explanation, how duplication and the absence of a position for all data make the overall process safer and less likely to be compromised.

A new payment process for advertisers

arrives to advertisers, blockchain technology could be used when advertising platforms publish advertisements and payment distributors and publishers. Since blockchain design makes it so difficult to hack or commit fraud, advertisers may have a more secure process to distribute publishers of their ads, but also make fraudulent traffic less likely.

James Hercher, a AdExchanger reporter, writes that many online advertisers and publishers hope the blockchain can be used to expose those who err in digital advertising space. While Hercher also writes about why the blockchain is not yet ready for the implementation of digital advertising, it is certainly a possibility considering what has become prevalent of hacking and fraudulent traffic.

A 2017 report, titled "What Happens Again: How to Reverse the Growing Wave Of Ad Fraud", estimated that global advertising revenue wasted by advertising frauds in 2017 could amount to $ 16.4 billion, and it is believed that this number will continue to increase. However, with the implementation of a technology like blockchain, it seems to me that the likelihood and the ability to commit advertising fraud would most likely fall, making potential savings in dollars a huge advantage for both advertisers and advertisers. publishers.

Industry Still Needs Trials and Preparations

Hercher succinctly diagnoses the status of the blockchain and its potential use in the digital advertising world by explaining that many technology companies are mired in additions software. Blockchain start-ups must develop proof of the advantages and many companies get scared when they hear crypto-currencies jargon.

To take some steps towards the implementation of blockchain in the digital advertising industry, all stakeholders must adopt an intelligent contract structure. An intelligent contract guarantees transparency and ensures that all parties respect the deadlines. The goal is to cut out the intermediary. If brands can buy directly from publishers and content providers, the market will become more efficient, content providers will make more money and advertisers will have the transparency they need.

For those who are higher up in their companies, the The most important thing to do is to educate yourself on blockchain, smart contracts and technology that supports these potential changes. With this knowledge, digital advertising executives can begin to pave the way for change.

However, I still believe that blockchain technology slowly enters the advertising space. Big publishers and advertisers will test and see if a credible inventory is available. As the process has to change radically, there will be resistance and it will be difficult for a complete transition of the market. But blockchain technology is precious and is going to clean up much of the challenges advertisers face with the most successful spending budgets.

While there are still some legitimate concerns, blockchain poses the potential for a drastic and positive change in the digital advertising industry and it is worth spending time and effort.

Source link