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BLOCKCHAIN

BLOCKCHAIN

Why Blockchain Now?

  • WHAT IS BLOCKCHAIN?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?


Blockchain, essentially a massive ledger of transactions, is an open and shared database that operates in a decentralized network format. That means large amounts of information can be transmitted and added onto it without compromising security. Nobody can alter the blockchain, and no single person can destroy it.

 

Blockchain has proven useful across finance and its application to marketing shows potential in four ways: ad-delivery verification, corporate social responsibility, marketing, and managing consumer data. 


As such, experts believe blockchain can be used to eliminate fraud in ad delivery. It can let consumers know the "story" behind a product in an authentic way. And there are also applications towards corporate social responsibility for brands.

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. With its ability to independently verify transactions with 100% accuracy, blockchain technology has the potential to make concerns about ad spend transparency a thing of the past. We spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend.

Blockchain Expert Insight

“This is not a fad, it’s important that bandwidth and time is invested, and not to be dismissive of the technology due to missteps – pay attention, invest in understanding the implications, invest in team members that will spend time understanding the implications on your business, your consumers, and be consistent around it – that would be the best place to start for the absolute beginner.”

Izzet Agoren

VP of Data Intelligence

Raxua

Blockchain Expert Insight

Izzet Agoren

VP of Data Intelligence

Raxua

“This is not a fad, it’s important that bandwidth and time is invested, and not to be dismissive of the technology due to missteps – pay attention, invest in understanding the implications, invest in team members that will spend time understanding the implications on your business, your consumers, and be consistent around it – that would be the best place to start for the absolute beginner.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content 

Want to take a deeper dive into blockchain? ANA Members have access to brand stories, case studies, and expert webinars you won’t find anywhere else.

Follow the Blockchain Road

ANA. April 2018

Transparency, risk, cost inefficiencies, oh my! Can blockchain be the solution for these marketing finance challenges? In this session, hear about the promise of blockchain and how it will impact marketing finance and procurement in the years to come. Discover the basics behind how it works, how it can be separated or used concurrently with cryptocurrencies, and how other industries are utilizing the technology to extract every working dollar's potential. 

How Blockchains Increase Transparency and the Financial Rigor of Media

ANA. March 2018

Blockchain technology can help make digital advertising safer and more targeted and efficient. However, first, advertisers need to learn how to use it. Blockchain technology is complicated, but widespread industry use can enable a more secure digital supply chain.

Blockchain's Impact on Advertisers

ANA. April 2018

This session looked at the impact of blockchain on advertisers. Are blockchain applications now like intranets were in 1993, the forerunners of something much bigger? Private blockchains can drive efficiencies in financial management and reporting as well as fundamental improvements in the advertising supply chain. That could be followed by changes in business models resulting from the convergence of blockchain advances and regulatory issues affecting the use of consumer data. 

Be sure to visit our full blockchain content library for more great resources!

Get ANA's Blockchain Report

Blockchain technology is a distributed, decentralized ledger that can be used to track anything of value. Its applications to the marketing digital supply chain are still being explored, but there is optimism around its ability to increase accountability within the digital advertising ecosystem.

 

ANA Marketing Futures spoke with marketers and experts across the industry to get their perspective on blockchain as it relates to marketing, and created a guide containing expert perspectives and tips for those considering blockchain technology for their brands.

Download the full report today!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.

 

Learn more at ana.net

 

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