Analysis: Blockchain Could Clean Up Fake Online Ad Biz

Blockchain innovation in the ad tech world has begun to gain momentum.

While still clearly in the beta phase, the technology could reshape the online advertising and marketing world.

For instance, blockchain, with its hard verification, could do away with dirty data from bots and hired traffic.

Currently, online advertisers face the crippling problem of not being able to authenticate incoming traffic stats. This is due to the widespread manipulative practices. 

It’s estimated that nearly half of web traffic now is generated by bots — not humans. Bot and hired clicker interference cost global brands up to $16.5 billion annually.

Blockchain deployed in ad tech would alleviate the fake traffic problem because it would enable brands to track and authenticate incoming traffic.

The ability to track and authenticate also can be implemented when it comes purchases, too, which would increase security and shopper confidence.

Fashion line Babyghost is already using blockchain technology to help customers verify and authenticate products. Clients can scan items, verify authenticity and receive an item backstory detailing when and where the product was made.

Advertisers and marketers point out that this use of the technology can actually help customers have a more personal connection to the items they purchase.

Moreover, advertisers currently get information about their client base from multiple sources across the Internet.

Collecting all of the pertinent data that a company may need to appropriately market to their customers from one source is presently impossible.

All that changes with the addition of blockchain. Companies will be able to gather customer data in one shot and create highly personalized advertising and marketing materials.

Crypto education

Ad analytics company Kochava announced a blockchain development platform, XCHNG, earlier this month. It said the platform will not go live until later this year or possibly early 2019.

A hurdle that blockchain ad tech companies have to overcome, however, is that potential partners and clients lack education about crypto economics.

Since the success of blockchain ad tech is predicated on the use of volatile cryptocurrency or crypto tokens, this education gap poses major problems for companies trying to pitch blockchain ad tech solutions.

Vendors also need a quick and convenient way to convert their cryptos into dollars and feel confident about executing the process. Nevertheless, it’s clear that blockchain is coming to ad tech, sooner than later.

Recommended Articles

Live Near Water? You Probably Paid Too Much for Your House. Here’s Why (Map)

Even a cynic recognizes that opportunity is a key to prudent business timing. Consider home buying. If you’re in the market for a new home, and are informed and discerning

3 Reasons to Should Avoid Life Settlement Policies

Most Americans don’t take life insurance for granted because almost one out of every two Americans don’t have it. According to the Insurance Information Institute, only about 54% of Americans

Feeling Hangry? How to Avoid Food-Related Mood Swings

Food that you eat is processed into simple sugars, free fatty acids and amino acids. The nutrients are moved into the bloodstream where they are assimilated by organs, tissues, and

How to Put Your Investments On Autopilot — and Win

Are you committed to investing a part of your monthly income towards retirement? You can insulate your financial future against unforeseen emergencies and economic risks if you use an automatic

Best Time to Sell or Buy a Home? It Depends…

When's the best time to buy or sell a home? That's a great question. A lot depends on who you are, seller or buyer. Traditionally, the best time of year

6 Sneaky Habits That May Be Causing Your Overeating

Overeating? Many people vastly underestimate how many calories they consume in a day. Even if you believe you restrict your daily calorie consumption, you may be consuming more calories than

How Shark Tank Judge Barbara Corcoran Nearly Lost $400,000 — Just by Reading an Email

According to a 2017 FBI Internet Crime Report, individuals and companies lost over $5.5 billion between 2013 through 2017 due to email phishing scams. Email phishing scams are deceptive emails

5 Reasons a Wrist Watch Can Be Worth More Than a Luxury Car — and Even Retain More Value Over Time

Placed side by side, a Rolex White Gold Presidential Oyster Perpetual wristwatch, is not much larger than a typical, multi-function digital timepiece made by Casio. Yet one costs over $7,000;

Biggest and Smallest National Gaps Between Rich and Poor (and Where America Ranks)

In the United States, the richest 1% controlled more than 40% of the wealth in 2016. The last time wealth inequality gaps were this wide was during the Great Depression.

3 Best Travel Websites That Save You Money

There’s a lot of travel sites out there and they all seem very similar. If you are planning for spring break in 2022, next year’s summer vacation or just getting

35 Healthy, Natural Foods You Should Be Eating

Did you know that the healthiest foods in the world are actually highly affordable, simple foods that can be found in any supermarket? The most healthy foods you should be

5 Ways to Boost Return in Your Investments While Actually Cutting Risk

Are you looking for ways to earn higher returns without risking it all? When it comes to investing your money today, there are plenty of options that promise attractive returns.