Many privacy professionals view the European Union's General Data Protection Regulation as a watershed moment in the evolution of data privacy law. And this law, along with the California Consumer Privacy Act will have a big impact on blockchain.
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![]() Many privacy professionals view the European Union's General Data Protection Regulation as a watershed moment in the evolution of data privacy law. And this law, along with the California Consumer Privacy Act will have a big impact on blockchain. No comment yet.
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![]() When obstacles associated with a regulatory framework are left in the past, CMOs face a new kind of challenge -- learning how to combine profitability and privacy. So far, it’s largely been a one-way street. Websites collect user data and sell it to advertisers, who then use it for the purposes of advertising personalization.
CYDigital/marteq.ios insight:
Data has a transactional basis: you view my content, I get your data. Blockchain is a transparent, cryptographically-safe means to conduct that transaction. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7
![]() A year-long pilot that uses blockchain to improve online advertising efficiency has yielded promising initial results, according to IBM CMO Michelle Peluso.
CYDigital/marteq.ios insight:
Not all of us are spending $10B/year on advertising, however, this is just another use case on how blockchain brings advantages to the Marketer. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7
![]() Blockchain can help solve one of the advertising industry's biggest challenges: opaque advertising practices. Publishers, advertisers, and ad tech vendors are exploring blockchain as a tool to boost transparency around ad practices, with the end goal of reducing fraud. Ad fraud is expected to cost the industry $44 billion by 2022, up from $19 billion this year, according to Juniper Research estimates. Through its function as a public database, blockchain can store information about a digital advertisement, like who has created it, while sharing it with everyone else on the network in a verifiable and immutable way. For digital advertising, that means ad impressions can be tracked along the supply chain, and advertisers can record where an ad is delivered.
CYDigital/marteq.ios insight:
Click through to find links to their reports (subscriber access). Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7
![]() Blockchain and AI are now widely used by enterprises to improve their internal processes and products. In a dedicated analysis for Cointelegraph, Julia Magas wrote that by being able to continuously analyze data under a strict protocol required for achieving desired results, AI leads the way by allowing data to be properly stratified and shared.
CYDigital/marteq.ios insight:
Yet another example of how blockchain is used to secure data ownership. Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7
![]() Accordingly, it’s notable that this month the CFP Board announced that it would be expanding its list of available topics for CFP CE credit to specifically include a component for certain technology content. New technology-related CE topics going forward will include strategies to protect a client’s personal data and privacy, understanding and leveraging technology to diversity portfolios, cryptocurrency and blockchain, and cybersecurity.
CYDigital/marteq.ios insight:
I bring this up only to point out that if CFPs can receive CE credit for blockchain courses, you'd think that blockchain knowledge acquisition is paramount for the marketer! Blockchain solutions for the marketer: https://www.marteq.io.
![]() The greatest problem of the advertising market is that buy-side receives a very limited amount of information about purchased impressions. Sure, advertisers can track generally available metrics, such as clicks, views, performed actions. Nevertheless, this is only the tip of the iceberg, the real effectiveness of these depend on the quality of traffic, inspection of which is borderline impossible. Likewise, companies see only the total cost of services and stay largely unaware of potential hidden fees and margins.
CYDigital/marteq.ios insight:
If trust is desired, there's no better solution than blockchain. Blockchain solutions for the marketer: https://www.marteq.io.
![]() iBank Digital Asset L.P. (“iBank Digital”, “iBank Exchange”) and iCashRewards (“iCash”) announced today that it is exploring use of the DigitalBits blockchain to tokenize iCashRewards loyalty points.
CYDigital/marteq.ios insight:
Another example of how blockchain supports loyalty programs. Blockchain solutions for the marketer: https://www.marteq.io.
![]() David Chaum challenged the blockchain industry to focus on quantum-resistant blockchains and digital currencies: “We have no way of knowing how far along nation states are in developing quantum computers. In the past, government entities have broken codes and possessed cryptographic capabilities for many years without anyone knowing. The news that Google has achieved quantum supremacy strengthens my belief that quantum computing is coming and as a consequence, I believe we should all use approaches that are quantum-resistant.”
CYDigital/marteq.ios insight:
We should strive for this, but not stop what we're doing until it's here. Blockchain solutions for the marketer: https://www.marteq.io.
![]() Marketers and their IT support teams cannot blame technology for their inability to execute advanced personalization. The massive normalization and storage capacity for Big Data exists and the algorithms are getting better daily. Data scientists are finally maturing into domain experts with ethical wisdom. Communication and interaction channels are abundant, with in-person and mobile leading the way. Innovating new products and services is a core skill at top brands. Security is an issue for all, but there are better, growing ways to encrypt and secure data, including legitimate blockchain innovations. The technological capabilities for enhancing and scaling personalization are ready, willing and able.
![]() Gartner said blockchain for advertising holds tremendous promise, but must first overcome significant challenges with scalability, performance and adoption. Dozens of companies have used experimental blockchain platforms for advertising, but none have been able to demonstrate ongoing viability.
![]() How much of your job can you do without having access to unencrypted data? For example, in the marketing research space, there are vendors for survey respondents, reporting tools and survey platforms that operate as intermediaries between the consumer/research participant and the research organization (a brand or agency). This service can actually be provided without having direct access to any unencrypted data, and without drawing from a centralized database. This is analogous to apps like WhatsApp where end-to-end encryption is utilized to ensure secure communication. Any entity that potentially handles any sensitive data, including user and health data, can benefit from employing these techniques to ensure data is protected and unnecessary liability is avoided. Fortunately, along with the interest in blockchain and bitcoin technologies, we’ve seen considerable advancement in cryptographic techniques which enable new opportunities for secure communication.
![]() But there might be a solution on the horizon. Blockchain-based ads could eliminate fraud and substantially streamline the ad industry. Plus, a decentralized ad option would level the playing field for marketers and enable smaller organizations to compete with digital giants. But marketers beware — some blockchain solutions might expose new vulnerabilities to large-scale exploits.
CYDigital/marteq.ios insight:
The speed at which blockchain for advertising will move along the curve will be breathtaking.
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CYDigital/marteq.ios insight:
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For those unfamiliar with GDPR and CCPA, this is a good primer (part 1). Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7