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Belt for more blockchain – It's not going away.
It is ready to be a goliath year for the technology of those who support it strive to become the first to successfully launch a decentralized platform to host the purchase of programmatic media.
In this way, they hope to eliminate the problems of transparency that have long afflicted this arm of advertising.
Experts predicted last summer that the programmatic will live in blockchain for the world's leading advertisers by the end of 2019.
The US campaign has reached some of those who drive the early transformation of advertising technology.
Daniel Gouldman, CEO and founder of Ternio
MIT Tech says it will be a great year of adoption without blockchain. Gartner evaluated the blockchain in digital advertising as the lowest publicity in any industry.
I think almost all big companies will use this blockchain year in advertising technology and we will see mainstream adoption in the supply chain. It's happening now.
The only advertising companies that will not adopt blockchain will be those that claim to be committed to transparency but are not actually transparent. Because those companies exist today.
Marc Guldimann, CEO and founder of Parsec Media
Media futures will be represented as digital assets on a blockchain. Ironically, the biggest impact that blockchains have on our industry could be to force us to adopt metrics that are reliable enough to be used in future contracts.
Thanks to the application of the SEC and the widespread awareness that markets do not need proprietary currencies, we have probably seen the end of ICOs in digital advertising.
If we are lucky, there will be no more case studies in which the blockchains have been "used" to track fraud, monitor visibility, record tap rates or other times when a simple database or log file analysis would do. This is probably wishful thinking.
Adam Helfgott, CEO of MadHive
For MadHive, 2018 was a year of discovery. We have collaborated with advertising giants like Omnicom, TEGNA and others to successfully demonstrate that blockchain, combined with A.I. and cryptography, reduce data and advertising fraud by increasing transparency, eliminating ad fees and securing the public throughout the advertising ecosystem.
Moreover, this year we helped to eradicate some of the less credible players in space that fed the exaggeration and promises of this technology without creating tangible results.
2019 will be a year of transformation, as technology begins to scale and revolutionize digital shopping by focusing on privacy for the consumer, the quality of irrefutable data and the elimination of waste in the supply chain, while research consortia such as AdLedger work to develop industry standards and best practices.
