Blockchain study reveals potential benefits for digital advertisers - NIMA

Blockchain study reveals potential benefits for digital advertisers

21 september 2020
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The use of blockchain technology in qualifying impressions in digital advertising can increase return on ad spend by as much as 14%, according to research from the Trustworthy Accountability Group (TAG).

Writing for WARC, Jules Kendrick, MD UK & Europe for TAG, a body seeking to increase trust and transparency in digital advertising, outlines the methodology and findings from ongoing work into the use of distributed ledger technology (DLT) in the advertising industry.

A 12-month pilot ran from July 2019 to July 2020 and included several of major industry players who delivered their ad impressions logs to the DLT network. The pilot was divided into three phases – supply chain transparency, supply chain optimisation, and operational efficiencies – and TAG evaluated the opportunity to implement an always-on ‘live compliance’ industry solution.

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