The global blockchain technology market was valued at US$315.9 million in 2015 and is expected to reach US$20 billion by 2024. Blockchain technology refers to a distributed database for all digital transactions that eliminates the need for a third party to authenticate transactions. IAB, GroupM and Nasdaq believe blockchain has the potential to create transparency in digital marketing by cutting off bot traffic and protecting brands from unsavory content. MetaX runs an adChain registry that uses an "adToken" cryptocurrency to incentivize determining reputability of publishers for whitelisting. Burger King launched a loyalty program called Whoppercoin in Russia where customers can redeem one burger for 1700 coins or trade and transfer coins

1. Tech Updates
October 18, 2017

2. Overview
● The global blockchain technology market was valued at US$315.9 mn in 2015 and
is expected to reach US$20 bn by the end of 2024
● Blockchain technology refers to a distributed database for all the digital
transactions, which eliminates the need for the third party to authenticate the
transactions

4. Can Blockchain Technology Solve Digital
Marketing’s Ad-Fraud Problems?
IAB, GroupM and Nasdaq believe the system has potential to create the kind of
transparency that advertising desperately needs by cutting off bot traffic and
protecting brands from unsavory content.

5. Whitelisting: MetaX also runs an adChain registry in collaboration with the DMA and
ConsenSys that uses a cryptocurrency called “adToken,” which incentivizes people to
determine whether a publisher can be whitelisted or not (or is deemed reputable or
not). Brands can then decide to spend money only on those publishers.

6. Whoppercoin
Blockchain as part of loyalty program

7. Whoppercoin is a cryptocurrency you can eat or
trade
● Loyalty program launched by Burger King in Russia
● You can redeem one Whopper burger for 1700 Whopper coin
● Customers can trade and transfer it like other currency on the Waves
Blockchain platform
● A supply of 1 billion Whoppercoins have been issued so far, and customers
will receive one Whoppercoin for every ruble spent ($1 is 59 RUB)