The end of ad fraud and the promise of the blockchain

Not too long ago, this publication reported that the GooBook duopoly might not be healthy for the industry. I agree. The current landscape is imperfectly competitive, squeezing independent developers and small agencies to the margins if not actually out of the game altogether. Inefficiencies in the market are to be expected; they are also potential opportunities. In the global digital advertising industry, the inefficiencies  are accepted as the norm: brands are not getting the advertising they’re paying for, audiences are force-fed ads they do not want, and everyone is rolling along with it.