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The Digerati discussions: Where will we see the next big wave of digital disruption? - The Drum

The Digerati discussions: Where will we see the next big wave of digital disruption? - The Drum | The Blockchain & MarTech Alert | Scoop.it
While it does promote the ease of automation, the programmatic supply chain is notoriously riddled with fraud and an abundance of third-parties that eat into buyers’ budgets and sellers’ bottom lines.

Blockchain could be the answer. Though it isn’t yet built to be a cure-all for digital advertising, blockchain technology could clear up the muddied, opaque supply chain.

“From an ambitious viewpoint, blockchain could possibly allow complementary parties to come together to share data in a safe and private manner for mutual benefit,” said Su Lin Tan, vice-president of operations at Carousell. “Standalone publishers could confidentially share their first-party data with each other, forming a formidable force to stand together against the duopoly, which has an unfair advantage due to their unparalleled data sets.”
CYDigital/marteq.io's insight:

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Top 12 Programmatic Advertising Trends for 2020 and Beyond | MarTech Advisor

Top 12 Programmatic Advertising Trends for 2020 and Beyond | MarTech Advisor | The Blockchain & MarTech Alert | Scoop.it

"Ad frauds have been on a high over the last few years. A 2019 report by Cheq, a cybersecurity firm, claims that ad fraud damages will touch $26 billion in 2020, $29 billion by 2021 and $32 billion the year after that.

 

Increased transparency in programmatic advertising is the only way to tackle these frauds. This is where blockchain and Ads.txt (an Interactive Advertising Bureau initiative - Authorized Digital Sellers), help. BlAdTech (Blockchain+AdTech) is based on the principle of decentralization. Blockchain in programmatic adtech has been able to tackle ad fraud by helping cut down the number of unnecessary middlemen, removing domain spoofing, verifying the legitimacy of publishers and allowing transactions using cryptocurrencies.

 

The ad reselling vendors or unnecessary middlemen are a big menace to the advertising industry. As a solution to this, preventing unauthorized reselling of ad inventory, publishers can now host ads.txt approved files on their servers, listing all the companies allowed to sell the publisher’s inventory. That said, these two pillars of cyber-hygiene in programmatic advertising are here to stay!"

CYDigital/marteq.io's insight:

It's a huge problem that can be somewhat mitigated by the inclusion of blockchain from providers. It's coming.

 

Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7 #martech #marketing #adtech

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Future of the Bot: Why Marketers Need to Be Critical of Own Performance Data - Martech Series

Future of the Bot: Why Marketers Need to Be Critical of Own Performance Data - Martech Series | The Blockchain & MarTech Alert | Scoop.it
As programmatic advertising reaches adulthood and the advertising process becomes ever more automated, it’s not possible to simply sit back and blindly trust the measurement and attribution data. Instead, incorporating emerging tech solutions from AI to blockchain will be paramount in waging the war against bot fraud.

CYDigital/marteq.io's insight:

Ad fraud is one of the obvious choices for blockchain application for the Marketer.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech

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How blockchain will transform digital signage advertising | Blockchain Tech News

How blockchain will transform digital signage advertising | Blockchain Tech News | The Blockchain & MarTech Alert | Scoop.it
 A decentralized ledger like blockchain can impact digital signage in many ways. First of all, it can help confirm impressions for digital signage advertisements. This kind of technology is already at work with the company VODXS.

On the customer level, DOOH advertisers can also incentivize customers to engage with campaigns through tokenization. For example, a campaign could encourage customers to take a picture of an advertisement and share it on their social media profiles in exchange for cryptocurrency, which can be delivered to an app.
CYDigital/marteq.io's insight:

Token incentives hold the greatest potential for the application of blockchain in any advertising effort.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Blockchain Marketing- The New Age Technology Holds Great Potential | Cryptomoonpress

Blockchain Marketing- The New Age Technology Holds Great Potential | Cryptomoonpress | The Blockchain & MarTech Alert | Scoop.it
  • Blockchain Adoption Exempts Middlemen Involvement: It will end the role-play of the middlemen, Google, along with an increase in the profit margin and decrease in variable costs.
  • Blockchain Ensures Trust And Transparency: Blockchain technology fosters transparency like no other medium as it gives them a sneak-peek into the production as well as supply chain pedagogy followed by the producer. 
  • Blockchain Renders Public Accountability: The use of smart contracts that are easily accessible to one and all makes it work as a platform that is accountable to the public for its actions.
  • Owners Get Paid By The Advertisers
  • Blockchain Supports Brand Imaging
CYDigital/marteq.io's insight:

It just scratches the surface of what is available right now to the Marketer.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Blockchain-Based Ad Platform’s New Approach to Tackling Fraud - Cointelegraph

Blockchain-Based Ad Platform’s New Approach to Tackling Fraud - Cointelegraph | The Blockchain & MarTech Alert | Scoop.it
From a publisher’s perspective, AdEx’s goal is to help fledgling websites and blogs maximize the revenue from their ad space. Given how market-leading ad providers often take excessive levels of commission for the services they provide, the blockchain-based platform says it is determined to keep more money in the pockets of content creators. Another interesting twist comes in the form of micropayments, which means publishers are paid for each impression immediately after it happens. None of these features are at the expense of control, as websites can decide to decline adverts from companies that don’t fit in with their ethos.
CYDigital/marteq.io's insight:

Another platform focused on removing fraud and abuse from the advertising value chain.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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EXChain on the evolvement of the digital advertising landscape

EXChain on the evolvement of the digital advertising landscape | The Blockchain & MarTech Alert | Scoop.it

"In the pilot that EXChain completed for Unilever/ADK in Japan, we tested the hypothesis of blockchain can be applied in providing advertising transparency, i.e. gaining full visibility of campaign spending elements and participating stakeholders. The pilot found out that a simple two-layer supply chain tested in the pilot took out a compound intermediary fee of 36%, and the total projected campaign spending efficiency is approximately 51% only, i.e. 49% of every dollar spent went to the tech and supply vendors. "

CYDigital/marteq.io's insight:

Blockchain provides full visibility into the complete trail of ad spending, so an audit is available to study spending efficacy. 

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes

How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes | The Blockchain & MarTech Alert | Scoop.it
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.

Entrepreneurs, startups, publishers and advertisers should direct their efforts toward rewarding user attention in exchange for their data usage, which is especially important in regard to the General Data Protection Regulation.
CYDigital/marteq.io's 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

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IBM-Unilever blockchain pilot cuts wasteful ad spend - VentureBeat

IBM-Unilever blockchain pilot cuts wasteful ad spend - VentureBeat | The Blockchain & MarTech Alert | Scoop.it
A year-long pilot that uses blockchain to improve online advertising efficiency has yielded promising initial results, according to IBM CMO Michelle Peluso.

The project has already reduced pennies on the dollar of waste in the area of ad reconciliation and brought greater transparency to the complex gauntlet of intermediaries brand advertisers have to deal with, Peluso told VentureBeat in an interview this week. And there’s more to come, she said.

Reconciliation refers to the process advertisers use to ensure contracted agreements are actually delivered. Peluso estimated the average savings at 2 to 3 percentage points, though the company is still collecting results from its multiple brand partners.
CYDigital/marteq.io's 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

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The Blockchain in Advertising Report from Intelligence - Business Insider

The Blockchain in Advertising Report from  Intelligence - Business Insider | The Blockchain & MarTech Alert | Scoop.it
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.io's 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

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DMEXCO 2019: How Technologies Help to Promote Trust in AdTech - Marketing Technology Insights

DMEXCO 2019: How Technologies Help to Promote Trust in AdTech - Marketing Technology Insights | The Blockchain & MarTech Alert | Scoop.it
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.

Every year, the number of brands that no longer want to cope with this situation increase. Based on an immutable decentralized ledger, blockchain ad platforms become a new point of trust which enables complete audit for demand and supply partners on an event-level basis. Blockchain controls the integrity and chronology of transaction data placed in separate repositories. This is extremely important for combating ad fraud and protecting user data.
CYDigital/marteq.io's insight:

If trust is desired, there's no better solution than blockchain. Blockchain solutions for the marketer: https://www.marteq.io.

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Here’s Gartner’s Advice for Marketers with Shiny Object Syndrome – Adweek

Here’s Gartner’s  Advice for Marketers with Shiny Object Syndrome –  Adweek | The Blockchain & MarTech Alert | Scoop.it
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.
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