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Consider the following: between 2017 and 2018, mobile ad fraud has almost doubled, according to the Rule. Almost 80% of all programmatic buyers lacked transparency for the purchase of multimedia content. IS
more than half of mobile advertisers now classify privacy issues as an "urgent problem".
In light of these challenges, is there a solution? Recently, there have been several efforts for
marry blockchain and advertising technology. What role can the blockchain have in eliminating advertiser concerns and promoting greater transparency?
Blockchain combines encrypted messaging and public records a
help ensure fairness. However, it becomes difficult to defraud and get away with it. If a person challenges a transaction, thousands of other people can jump to mitigate. Blockchain has the potential for
solve transparency problems. As a result, advertisers and publishers will have a reliable record of where the ads were posted, viewability, and measurements.
Despite the potential, exploiting
blockchain in ad tech has been difficult for several reasons, including data security. A single open blockchain can not work for digital advertising. Sensitive data on individuals can not be
public, and it may be necessary to share information only with certain parts. For example, data from proprietary advertisers must be shared only with certain partners.
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There is also the
question about where the burden of proof will come. With Bitcoin, mining cryptocurrency is an incentive. A blockchain of advertising technology requires a similar incentive or solution that is devoid of any
burden of proof.
There are also technological challenges. The current advertising technology works on billions of devices all over the world, serving hundreds of billions of ads in real time. Blockchain,
unfortunately, it is aimed at only a few million users today. The average time taken per transaction is executed within minutes, which leads to low throughput, making the current blockchain insufficient for advertising technology
challenges.
Blockchain efforts that can not scale or guarantee data security will fail. It must also be sufficiently open for potential checks and sufficiently closed to protect data at the same time
time.
But there may be ways to get on with blockchain in advertising technology.
We consider all businesses in the advertising ecosystem such as advertisers, publishers,
monitoring partners, allocation partners, etc. as "Agents" and all the devices that users watch or rather consume ads like "Nodes". Each node has a
secure ledger or a chronological recording system to store all user interactions with ads such as display, click, setup, video completion, on that device. The user has full control
your data relating to your ads preferences and personal identifiable information in this private ledger on your device.
Similarly, agents may have a separate private ledger for maintenance
and the transmission of data related to your campaigns, to the installed base, to segments, to transaction data, to business metrics. The advertiser can share this private ledger with its attribution partners, trackers, frauds
detectors and other parts that add value to their dollar spend. With this, an advertiser can keep his proprietary information within the protected network shared with only trusted partners.
Many challenges are solved through this approach, but this does not yet create the necessary confidence. This requires a public sorting registry, which stores IDs as agent IDs and metadata for
all agents and users.
In case of repeated suspicious transactions coming from an agent or a user, this public blockchain can insert them in the blacklist.
This can be
considered a hybrid system, where the private node-level registers managed by users and private agents' records will put the right checks and balances to eliminate fraud through the public
register register.
Such an approach can coexist with or increase current stacks and does not require mining. All stakeholders have incentives to participate and collaborate
This.
Serious efforts are under way at the sector level, with the IAB Tech Lab forming a working group to demonstrate the application and value of blockchain in advertising technology.
Timing is uncertain. But with growing concerns about fraud, data privacy and distrust
in the advertising technology ecosystem, the need for blockchain will only grow.
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