Given that blockchain’s adoption is in its near infancy in business categories beyond finance and manufacturing, it has the potential to evolve many aspects of marketing. Beyond the customer experience, the marketing industry could use it to create accountability in ad buys, improve a brand’s transparency, or understand customer engagement better.

As consumers realise the benefit of content that is personalised to their needs, many will join a company’s blockchain environment. And to further engagement, brands may incentivise consumers for their attention. Given that there might be a reduction in the need for media intermediaries, companies can afford to take some of their cost-per-thousand savings from media and transfer that to the actual audience.