What Blockchain Means for Ad Tech
The long-term effects of blockchain on ad tech will be a topic at today's IAB Programmatic Symposium.
Can blockchain address the unintentially unwieldy and opaque supply chain in ad tech? Yes. Establishing transparency and trust requires a central and secure way to record, review and execute a deal. Today, deals are typically stored in formats and locations that are disparate and nonstandard. Initially creating standards and enabling collaboration are essential steps on this path.