Digital advertising seems to be growing at a faster pace. More and more companies are now inclining towards the use of this mode of marketing. Digital advertising has recently emerged as a popular medium of advertisement and a great way to reach maximum consumers.

1. 1

2. How Can Blockchain increase the trust for Digital
Advertising
Digital advertising seems to be growing at a faster pace. More and more
companies are now inclining towards the use of this mode of marketing. Digital
advertising has recently emerged as a popular medium of advertisement and a
great way to reach maximum consumers. Despite being a popular method of
advertisement, there are certain bottlenecks which need a check. It makes digital
advertising the breeding ground for fraudulent and malicious activities.
2

3. There is a dire need to have technology and systems in place which can
guarantee safety, security, and transparency of data during the exchange of
information Blockchain has emerged as a popular technology which has given
hope to create a system which is highly transparent. Blockchain technology can
disrupt the digital advertising ecosystem positively just as it has influenced other
industries. Furthermore, the advertiser and publishers can mutually benefit from
this technology as it allows direct interaction between the advertiser and
publishers.
3

4. Problem with digital advertising system:
Before heading to understand why there is a need for an alternative system, it
important to analyze the bottlenecks of the current system. Based on our
observation, here are a few areas of concern which needs immediate attention:
4

5. Involvement of a number of intermediaries
The biggest problem in any of the system is the presence of an intermediary, they
not only make the entire system less transparent but also halts the direct
interaction between the producer and the consumer. In the case of the digital
advertisement, there are a number of intermediaries between the advertiser and
the consumer. They take the commission and hence the deserving party gets
lesser pay than what they should be getting.
5

6. Lack of Regulation -
This is yet another shortcoming of digital advertisement, there is no transparency
and regulation on how the digital assets of the advertiser pass through the value
chain.
6

7. Fraudulent activity -
Another probable reason what makes digital advertising inefficient is the deceptive
acts which people use to earn revenue via ghost sites, bots, inapt placements. It
indirectly affects the revenue of the company and also leads to lack of trust.
7

8. What is the current solution that the advertisers
are adopting?
Well, it is not true that nothing is being done to put a tab on this, the advertisers
set up the auditing which helps in reducing the issues of fraud. But that doesn’t
prove to be highly effective. The result of which impacts the advertiser. The
advertisers are unable to measure the customer experience because of the faulty
feedback system.
8

9. Why Blockchain?
The blockchain is the digital distributed ledger technology. It works on the principle
of decentralization and peer-to-peer interaction. This feature of blockchain can
prove to be beneficial for digital advertising companies by limiting the role of
intermediaries. Here are different ways in which blockchain can help the digital
advertising companies :
9

10. Ad Fraud -
Fraudulent activities are very prominent in the digital advertising ecosystem. One
of the most common problems faced by many of the advertisers is the bots instead
of human clicking the ads. It gives them unrealistic feedback and thus affecting
their performance in the market. Moreover, online advertising makes use of
automated technology because of which it can be unclear where the ads are
placed resulting in loss of money because of lack of monitoring. Blockchain can be
a probable solution to this. Since the information and data in blockchain are
transparent and encrypted, it reduces the problem of lack of transparency.
10

11. Trust -
Lack of trust is one of the most of the common problem that we have in the
business environment. When it comes to digital advertising, then there is
involvement of a lot of intermediaries who take away a significant chunk of
commission. Moreover, there is lack of transparency. With the help of blockchain,
we can create a transparent system where the companies can easily track and
trace the data and information. This is not only beneficial for the advertisers but at
the same time, it will prove to be useful for the customer as they can get to know
about the source of information.
11

12. Blockchain also guarantees safety and security of data. Since all the information is
encrypted cryptographically, it becomes impossible for someone to barge into the
system and hack the data.
12

13. Customer Experience -
Enhancing consumer experience is the key to every business including digital
advertising. The advertiser can get more information from different sources. With
the help of this technology, the marketers can build a customer profile by directly
contacting the customer.
13

14. Example -
There are various moves in this direction, one of them being the development of
blockchain based platforms which works on transparency. Veracity — a
blockchain-based, video-on-demand platform aims at improving transparency with
the help of proof-of view blockchain technology. The platform will securely verify
and record content consumption. It will also have logs which are publicly auditable
and will have viewer information for media buyers. However, the patent for the
same is still pending.
14

15. The crux of the matter is that blockchain can prove to be useful for making digital
advertising more effective and efficient. Companies are making use of blockchain
to make the digital advertising ecosystem transparent and secured.
15

16. Blockchain Council Certifications
You can check out our certifications, and kick start your career in the Blockchain
space today.
● Certified Blockchain Expert
● Certified Blockchain Expertv2
● Certified Blockchain Developer
● Certified Smart Contract Developer
● Certified Solidity Developer
● Certified Ethereum Developer
16

17. THANK YOU!
Any questions?
You can mail us at
hello@blockchain-council.org
17