What is blockchain advertising

Representations of the Ripple, Bitcoin, Etherum and Litecoin virtual currencies are seen on a PC motherboard in this illustration picture, February 13, MADRID, Jan 17 Reuters - Spain moved on Monday to regulate rampant advertising of crypto assets, including by social media influencers, tasking the stock market supervisor with authorising mass campaigns and making sure investors are aware of risks. The rapid growth of cryptocurrencies and digital assets pegged to traditional currencies has drawn attention from regulators worldwide, who fear they could put the financial system at risk if not monitored. The Spanish government said in its official bulletin advertisers and companies that market crypto assets will have to inform the CNMV watchdog at least 10 days in advance about the content of campaigns targeting more than , people.

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Content:

• Spain joins countries like India to keep crypto companies from promising wild returns in ads
• Marketers, here are some blockchain terms you might want to know
• Spain moves to rein in crypto-asset advertising
• Why Isn’t Blockchain Preventing Ad Fraud?
• How blockchain is used in media and advertising
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• CRYPTOCURRENCY ADS
• AdExchanger
• Is blockchain the future of advertising and media trading?
• Google lifts crypto advertising ban

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Spain joins countries like India to keep crypto companies from promising wild returns in ads

The use of blockchain technology is revolutionizing the programmatic advertising industry. Not surprisingly even IAB has a Distributed Ledger Working Group that continuously investigates applications of emerging technologies in distributed ledger and cryptography and how to apply them to solving advertising challenges in connecting consumers with brands and managing consumer privacy and transparency in the supply chain.

Blockchain technology is the future of programmatic advertising and can be used to bring transparency into the AdTech industry. The main issue of programmatic advertising is that it requires a lot of technologies to do it correctly. Digital advertising is a rather fragmented ecosystem which incorporates brands, agencies, data companies and so on.

With the introduction of programmatic systems, the fragmentation has only grown larger. Vendors have different ways of tracking and measuring campaign performance introducing inconsistency and making it difficult to understand for marketers.

As they decide on pricing, this also has a big influence on the market today. Marketers often lack accurate data on how well or poorly their campaigns are likely to perform. As a result, buyers are unsure who should be getting paid for what, which impedes valuable insight for businesses. Blockchain is a distributed ledger that records transactions across a peer-to-peer network of computers. It allows people to transfer contents without going through a centralized intermediary.

This is because it uses a decentralized consensus that is verified by every node on the network. For this reason, blockchain establishes trust without any need for a third party.

Digital advertising is one of the most crucial sources of revenue for publishers. But it is fraught with problems, with advertisers often paying for ads that are never displayed or viewed.

A smart contract can solve this problem by making sure that there are no disputes and the transaction will happen only when both parties agree on the terms and conditions. In advertising, smart contracts can solve issues such as ad fraud by ensuring that what was promised is delivered and gets rid of all the middlemen who take a cut from each transaction.

In other words, it can remove ad fraud entirely from the equation, which provides advertisers with greater peace of mind while also saving them money.

Programmatic advertising is used by agencies, advertisers, publishers, and ad networks for buying and selling media inventory. The technology relies on data from multiple sources from different companies that are compiled in a single place for buyers to make decisions about where to spend their money.

Programmatic advertising players both on the buying and selling side of the digital advertising space are interested in new trends which is Blockchain in AdTech now.

Blockchain is a revolutionary technology that has the potential to fundamentally change the way we do business. It establishes trust, reduces costs, creates new opportunities for innovation and collaboration, and decentralizes power from large institutions and gives it back to the people. Blockchain technology is the future of programmatic advertising. Blockchain can be used to bring transparency into the AdTech industry. Smart contracts are an application of blockchain that allows advertisers and publishers to execute deals at any time.

This way the participants of the programmatic advertising ecosystem will know where their money is going and how it is being spent. A blockchain transaction can take up to 1. So, while the distributed blockchain scaling problem will be solved soon, there is still a long way to go until all digital advertising players have come up with a feasible strategy to innovate within their business. Sigma Software supports enterprises, product houses, and start-ups with custom software solutions development and IT consulting.

By Sigma Software On Dec 2, How Blockchain Establishes Trust Blockchain is a distributed ledger that records transactions across a peer-to-peer network of computers. Future of AdTech with Blockchain Digital advertising is one of the most crucial sources of revenue for publishers.

In other words, it can remove ad fraud entirely from the equation, which provides advertisers with greater peace of mind while also saving them money Programmatic Advertising Players are ready for Blockchain Programmatic advertising is used by agencies, advertisers, publishers, and ad networks for buying and selling media inventory.

Featured members of AdLedger — a nonprofit consortium working to build rules and standards for the application of blockchain and cryptography into media and advertising. The Future of Ad Tech Lies in Blockchain Technology Blockchain is a revolutionary technology that has the potential to fundamentally change the way we do business. Sigma Software. You might also like More from author.

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Marketers, here are some blockchain terms you might want to know

You can summarize one of the themes of our ongoing series on potential fits for blockchain in the enterprise using a single word: Trust. Read our related story, How to explain blockchain in plain English. Just recently, the Department of Justice unsealed a count indictment charging eight men in an alleged multi-million-dollar digital ad fraud. As BuzzFeedNews reported , the indictment followed a coordinated effort by the FBI and a group of technology, advertising, and cybersecurity firms.

Spain moves to rein in crypto-asset advertising

By Dan Harris and Demetrios Frangiskatos. Though they are often used interchangeably in common parlance, blockchain and digital ledger technology DLT are not synonymous. Blockchain is just one form of DLT, just like Ethereum is one of many blockchain platforms. Blockchain is distinguished from other types of DLT by the way data is organized. For the purposes of this article, the term blockchain will be inclusive of enterprise-run platforms and applications. The advertising industry is no exception. While at this stage, its potential as a massive disruptor to the advertising agency is unclear, ask just about any group of executives, creatives or technical staff about the future of the industry, and the conversation is likely to gravitate toward blockchain technology. Here is a framework for thinking about the impact of blockchain technology on the digital media industry:. To mitigate the impact of these challenges, the digital advertising industry is keen to explore the potential of blockchain. Blockchain start-ups are:.

Why Isn’t Blockchain Preventing Ad Fraud?

The advertising industry is huge. It is growing rapidly due to the boom in technologies, enabling digital and seamless advertising methods. Out of this, more than half the global revenues, approx. In this article, we explore the various aspects of the relationship between Blockchain and Advertisement. Then, we discuss some of the significant Blockchain Advertising use cases, focusing on some of the ongoing innovations.

How blockchain is used in media and advertising

Times Internet Limited. All rights reserved. For reprint rights. Times Syndication Service. Spain joins countries like India to keep crypto companies from promising wild returns in ads Advertisement. Representative image IANS.

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Because not enough parties are using blockchain. For blockchain to effectively combat ad fraud, all parties to a programmatic transaction must agree to use it—and use the same system. Unnecessary vendors not only siphon off ad dollars , but their complex reselling schemes can also expose advertisers to fraud. About half of the US senior advertising executives polled in Q3 by Adledger and TV[R]EV believed that blockchain will help reduce the number of intermediaries in the ad supply chain. Stefano Vegnaduzzo, Senior Vice President of Data Science, Integral Ad Science: The most efficient and effective way to prevent and detect ad fraud is by using sophisticated machine learning techniques and not blockchain technology. The main challenge with blockchain that needs to be addressed before it can be adopted at scale is latency. Blockchain is limited in the number of real-time transactions it is able to process due to the distributed nature of the consensus mechanisms needed to verify a transaction.

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However, concerns over a lack of transparency in spend have long plagued the global digital advertising industry and continue to have a huge impact on the trading experiences of advertisers and publishers alike. In this exclusive piece for ExchangeWire, Zheng Zhang pictured below , CEO and co-founder, EnvisionX, argues in favour of blockchain technology to resolve transparency issues, improve viewability, and help fight ad fraud. Amidst the rapid digitalisation of advertising processes in recent years, which has welcomed numerous new entrants and introduced a host of new technologies and solutions, digital advertising has now become an increasingly murky ecosystem for both buyers and sellers to transact within.

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RELATED VIDEO: How Blockchain Will Change Advertising

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Is blockchain the future of advertising and media trading?

With blockchain and crypto penetrating various business niches from healthcare to algorithmic trading and proving its utility, digital marketing is now making moves to adapt itself to the crypto world. Thus, it is important to understand how cryptocurrency will transform digital advertising. Currently, digital marketing uses a shotgun approach to reach large audiences. Moreover, it decides which members of the public are likely to purchase its goods and services by using data collected on the public by private companies. These private companies use the data for their own marketing campaigns or sell the information to other companies that want to use it to target specific demographics. Notably, the public has no control over how or when it is exposed to advertising content.

Google lifts crypto advertising ban

The use of blockchain technology is revolutionizing the programmatic advertising industry. Not surprisingly even IAB has a Distributed Ledger Working Group that continuously investigates applications of emerging technologies in distributed ledger and cryptography and how to apply them to solving advertising challenges in connecting consumers with brands and managing consumer privacy and transparency in the supply chain. Blockchain technology is the future of programmatic advertising and can be used to bring transparency into the AdTech industry. The main issue of programmatic advertising is that it requires a lot of technologies to do it correctly.