Blockchain use cases for Marketers

In the recent times, I have been spending a lot of time in reading and digesting the scale and scope of possibilities associated with blockchain technology. Much has been spoken about it and how it can disrupt various industry segments. The primary focus of my research has been around the Advertising and Music industry. However, this article will focus around advertising and more specifically things that can be done with reasonable backing in Martech and Adtech

Simply put, blockchain is a distributed ledger driven by a p2p network to validate and safeguard data and linked together using blocks of data. This makes it ideal to create various scenarios of security and transparency which will be the key driver for advertising industry in the coming years. Some of the below mentioned use cases are answers to existing problems while others pave path to some really interesting new solutions.

1. Providing transparency to the campaigns
2. Tackling fake bot traffic and those associated with Ad frauds to verify an ad delivery
3. Effective ways of handling blackbox middlemen in transactions – ad networks, exchanges. Saas Platforms
4.  Ability to verify views, budget spends as per the set contracts
5. Ad tracking and engagement
6.  Effective campaign measurements
7. Reward consumers for participating in campaigns, providing data, creating fresh content on behalf of brands
8. Pay all the necessary parties involved in the creation, performance and delivery of an ad
9. Verify the impression pages of an ad campaign(s) based on the preset guiding rules
10. Keep a thorough check on influencer marketing across the brand's value chain
11. Buy the necessary content rights from verified creators before using them in campaigns using smart contracts

There are a lot of players in the marketing already addressing some of these issues/use cases and working on a few other interesting ones. I would particularly watch out for incredible work from MetaX, BitTeaser, Publiq, Truth, Bitclave, KR8OS, Leadcoin ...Well, its a long list. How many of these will stick and how many will fade away, its a waiting game but definitely needs a lot more adoption than we see today.