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IAB’s first publication on blockchain in advertising paints an optimistic picture

February 09, 2018 / Barry Levine

In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) released this week its first publication on the topic. The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — including transparency, reduced fraud and increased efficiency — and looks at several use cases. Blockchains are distributed ledgers where transactions are open to all participants and, once recorded to the chain, are virtually impossible to change. There is no central authority, because blockchain tech is built on various kinds of consensus. The advantage of this approach is trust between parties who don’t know each other, and possibly less fraud because transactions are known. The report looks at several pilot projects. There’s AdLedger, a non-profit consortium of ad and media comp...