Page 12 - AeM_May_2018

RESEARCH, ANALYSIS & TRENDS

Blockchain and Marketing

According to emarketer.com, the digital marketing and Besides all that, Blockchain technology can also help
media industries are looking closely at whether prevent advertising fraud and improve the effectiveness
blockchain can help solve some serious challenges with and measurability of online advertising in general. The
transparency, fraud and privacy, pointing out that it is still so-called ‘ad fraud’ - artificially generated advertising
too early to come to a decision. Anyway, 2018 is traffic by bots – could then belong to the past. Greater
expected to be a year of testing and learning. transparency is created since everyone along the value
chain can see reliably whether and by whom the
"Most interest in blockchain applications for digital advertising was seen and what actions triggered it.
advertising centers around bringing transparency to the
programmatic ecosystem, which has been blasted in Without doubt, the technology base of Bitcoin and other
recent years as a murky black box plagued by fraud and crypto currencies will provide further novel solutions in
shady players," said Nicole Perrin, senior analyst at the financial space, since institutions will use the
eMarketer and author of the new report, Blockchain's technology to establish direct links with each other to
Promise: How Digital Advertising May Use It to Increase avoid correspondent banks or other intermediaries. The
Transparency, Reduce Friction and Solve Audience technology allows all trading to take place in near real-
Identity Challenges. And indeed, brands have more time and be constantly trackable (from execution to
reason to care about transparency in the supply path, clearing to settlement). In addition, Blockchain can be
since consumers privacy concerns grow, and data used as a fully transparent and accessible recording
protection regulations come into play.
system for regulators, making auditing and accounting
Blockchain is a new base technology on the Internet. much more efficient.
With the infrastructure, encrypted data and access rights The number of application examples for the blockchain
can be interchanged without a trusted central agent. In is virtually endless and is growing every day, although
simple terms, a blockchain is almost like a digital the actual breakthrough of technology is not yet visible.
cashbook: Each entry is a digital block that contains
immutable information about a transaction and the According to a Gartner study, tech evangelists claim
blocks form an indissoluble chain which create the blockchain’s distributed ledger will revolutionize a
blockchain.The users benefit from useful services that multitude of industries, including healthcare, finance
can be offered much faster. For example, personal data and advertising, highlighting at the same time,
is stored securely in a block chain when concluding a however, for blockchain to set the world on fire, it
contract and neither time-consuming completion of forms needs to be adopted first, which is still happening only
nor annoying self-disclosure is required. The advantage at a slow pace. But as with many fundamental
for providers is that data no longer needs to be labor- technology changes, we think it just takes time to
intensively checked, which greatly simplifies assert itself. ◊
administration and results in lower costs and prices, or By Daniela La Marca
even better service.

12 May 2018 - Cyber-security & Data Protection