Four possibilities of blockchain

With blockchain there is an opportunity to positively change digital advertising. Blockchain technology is already being used successfully in banks or in the legal and healthcare sectors. In this way, difficulties such as outdated payment methods or a lack of transparency in digital advertising can be overcome.
Blockchain technology can be implemented in four areas and make work easier.

1. Campaign Billing
   Publishers are at risk with their finances. Even if a campaign is already running, payment is only made at the end of the month. Blockchain can help here by updating data daily and making payments automatic. Based on the daily updated data, a publisher is now paid based on the individual impressions
2. Consent Management
   Since the new GDPR requires that every user has to agree to the collection and processing of their data themselves, Consent Management records which user has released their data. Blockchain can help here in the form of a decentralized transaction database.
3. Ad Fraud
   Thanks to the decentralized transaction database just mentioned, blockchain can act like a public directory. With fraudulent traffic accounting for around $16 billion of global advertising revenue in 2017, the
   Blockchain technology can curb this traffic through permanent control. Ad spend is thus verified by blockchain.
4. Data Transparency
   Large companies such as Facebook, Amazon and Google are considered so-called
   Walled Gardens. This means that these companies have their own cross-device data, formats and media inventories. These data and formats only work on the company’s own websites. This leads to distrust. Blockchain also works here as a control body. Only the impressions that are actually sent to someone are checked.

But who decides whether blockchain technology will also find its way into the advertising industry in the future? The decision is made solely by the advertisers themselves. What is certain, however, is that all players must embrace and integrate this new technology. This also includes big players such as Facebook, Amazon and Google.