Ad Tech with Blockchain: Improving Trust and Visibility
It is the revenue; in the extremely competitive digital advertising landscape, the advertising technology (Ad Tech) market has evolved into a multibillion-dollar industry. For each of these clicks, views and/or plays it is the revenue. But underneath the sheen is a world of suffering upon which the merchants, the printer, and the public are in mortal combat. Ad fraud, black box supply chains, privacy abuses, and payment lateness have all plagued the Ad Tech ecosystem in a myriad of ways, all of which are characterized by inefficiency and lack of trust. As the digital advertising, marketing and media industry sector expands, so do these problems, and there is a risk to erode the integrity and survival of the ecosystem.
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Blockchain technology, as a disruptive innovator, has already affected how business is conducted in finance, in the supply chain, in the health field, and so on. As Blockchain is a distributed, open, and unalterable technology, it is a strategically ideal technology to address the current emerging challenges in the Ad Tech sector. On the Ad Tech market enabled by blockchain, it is possible to transform the buying and selling, rendering and certifying processes of advertisement at the same time to initiate a trust and accountability ecosystem for all actors of the ecosystem.
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Ad fraud is considered to be one of the most significant problems in digital advertising at the current moment. Advertisers spend trillions of dollars a year on fake clicks; bot optimized impressions and fake reporting globally. Because India, a rapidly developing digital economy, is uniquely susceptible to this threat. Industry reports indicate that ad fraud in India is pocketing hundreds of millions of dollars from Indian advertisers every year. Blockchain provides a reliable way for preventing fraud with the build of an unchangeable record of ad impressions and clicks. This ensures that everyone is legitimate, and that there is something for every viewer to appreciate, so advertisers have the satisfaction that they are getting something for what they chip in.
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Transparency is another significant challenge in Ad Tech. Because of the deep structure of intermediary company’s ad networks/exchanges/agencies) between the advertiser and the final consumer, the advertisers inexplicably, essentially, do not have any understanding at all of how the ad budget is finally distributed. This absence of responsibility creates a breeding ground for mismanagement and slacking. The problem of Blockchain is in fact solvable, so that a fully distributed and open record of everything on the advertising supply chain can be built. Marketers, publishers, and intermediaries all have access to a consistent data set and a full picture, full transparency and traceability and full auditability.
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Blockchain is useful not only to ensure transparency and prevent data fraud, but also to address the new and increasingly essential issue of data privacy. The above is a consequence of the enactment of, for example, The Indian Digital Personal Data Protection Act 2023, which promotes consumer literacy about the mechanics and rationale of using such data to deliver targeted advertising. Blockchain also gives the user the option to consequently opt into "sharing data" and do it respecting the user and to allow the advertiser "to play to win" in terms of "where" they wanted to be advertised to.
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During the road trip, we will, via this blog, attempt to grasp the disruptive impact of blockchain on AdTech, pinpoint its main issues, and paint a more transparent, trustworthy future for digital advertising. Be it global applications or outcomes, blockchain in Ad Tech is not only a technological transformation but a fundamental paradigm shift that will transform advertising in India and around the globe.
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What is Ad Tech?
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In short, Ad Tech (Advertising Technology) is comprised of applications, software and platforms for the design and enhancement of web based advertising campaigns. These technologies include a variety of modalities in how advertisers, publishers, and others participating in the advertising ecosystem may submit, track, and refine the delivery and performance of advertising on a wide range of digital platforms (websites, mobile apps, social media, streamed content).
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The State of Advertisement Tech: Why Straightforwardness and Believe Matter
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The Advertisement Tech environment may be a big data ecosystem and is composed of sponsors publishers advertisement exchanges data launderers and mediators. Nevertheless, in the light of the complexity of the industry the following issues arose.
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Problems of this kind are a source of mistrust between participants and blockchain is an ideal solution for that.
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How Blockchain Enhances Transparency and Trust in Ad Tech
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The promise of blockchain technology is articulated in its broad sense, in which is but a fragment of the overall potential.
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Key Applications of Blockchain in Ad Tech
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1. Combatting Ad Fraud
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Ad fraud (click fraud impression fraud) is one of the biggest issues nowadays in the Ad Tech world. Because of the immutability of the structure of blockchain, only valid clicks and impressions are recorded.
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2. Enhancing Transparency in Ad Spend
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Marketing agencies are always wondering what proportion of the budget is available before targeting a group and before an intermediary. Blockchain enables real-time tracking of ad spends, ensuring accountability.