How Blockchain Can Help Digital Advertising Achieve Next-Level Growth

Perform a quick Google news search for "digital advertising" and it's quickly apparent that transparency — or a perceived lack thereof — is an issue that runs rampant in the industry. In other words, how does the math calculating impressions, clicks and other key metrics add up behind the screen? Perform the same search engine query for "blockchain," the basis of cryptocurrencies such as Bitcoin, and it's equally obvious that transparency is among the biggest boons for the decentralized and mutually-verifiable digital ledger.

The upshot? It's only natural that blockchain emerges as a disruptive force for digital advertising. In fact, this strategic synergy, albeit a bit complicated at times, is already underway. This shared chapter was recently chronicled by my colleagues, Richard Eisert and Truan Savage, in the latest edition of Trends in Marketing Communications Law, Davis & Gilbert's annual publication surveying the law affecting marketers and their agencies.