BLOCKCHAIN
WHAT IS BLOCKCHAIN?
Blockchain is a distributed, decentralized ledger technology that records transactions in data structures called blocks. These blocks are linked together and collectively provide a secure, tamperproof, and complete record of transactions. Blockchain is the foundation for how cryptocurrencies, like Bitcoin, work, and it is now seeing application in other areas to track anything that has value.
WHY SHOULD MARKETERS CARE?
With blockchain comes the potential to remedy many of the trust issues in advertising financial management and the digital ad supply chain. The relationships and interactions that occur between digital advertisers, publishers, and those who respond to advertising are an ideal application for blockchain. Because blockchain enables sharing of data between parties that may not fully trust one another, it could bring needed transparency to the digital marketing and advertising ecosystem.
HOW CAN IT HELP YOUR BUSINESS?
The transparency that blockchain could bring to the digital advertising ecosystem would create unprecedented levels of trust between players. Furthermore, if blockchain becomes a digital advertising ledger that records all changes, businesses can gain new and more granular insights by having precise and detailed data throughout the customer buying journey.
For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with? Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.
> See all episodes
Brands share a unique voice that consumers pay close attention to, and marketers can choose to amplify or mute that voice. Brand responses to the COVID-19 crisis have run the gamut from sensitive to tone-deaf, and consumer perception of those brands can change as a result of their responses. As the United States struggles with racial and policing issues, what can brands do to show they are fully allied to current causes, and not just toeing the line, or worse, throwing fuel on the fire?
> See all issues
WHAT IS BLOCKCHAIN?
Blockchain is a distributed, decentralized ledger technology that records transactions in data structures called blocks. These blocks are linked together and collectively provide a secure, tamperproof, and complete record of transactions. Blockchain is the foundation for how cryptocurrencies, like Bitcoin, work, and it is now seeing application in other areas to track anything that has value.
WHY SHOULD MARKETERS CARE?
With blockchain comes the potential to remedy many of the trust issues in advertising financial management and the digital ad supply chain. The relationships and interactions that occur between digital advertisers, publishers, and those who respond to advertising are an ideal application for blockchain. Because blockchain enables sharing of data between parties that may not fully trust one another, it could bring needed transparency to the digital marketing and advertising ecosystem.
HOW CAN IT HELP YOUR BUSINESS?
The transparency that blockchain could bring to the digital advertising ecosystem would create unprecedented levels of trust between players. Furthermore, if blockchain becomes a digital advertising ledger that records all changes, businesses can gain new and more granular insights by having precise and detailed data throughout the customer buying journey.
“Digital advertising is still suffering from the same issues of transparency, fraud, and fragmentation. And it’s because we just keep slapping band-aids on a fundamentally broken system when we
need to be developing a new infrastructure that’s driven by innovative technologies.”
Christiana Cacciapuoti
Executive Director
AdLedger
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.
Blockchain-Based Advertising Efficiencies
ANA. February 2020
IBM iX explained how it is using blockchain technology to increase the transparency of media supply chains.
Blockchain in the New Era of Privacy
ANA. February 2020
Dustin Engel, general manager of corporate development at PMG, discussed how blockchain technology can help to maintain consumer privacy and support the future of a free, ad-supported internet.
Greetings from the Blockchain
ANA. May 2019
TD Ameritrade’s ad is a first of its kind in many ways. It’s the first permanent media placement, the first ad designed and executed using cryptocurrency transactions, and the first use of the blockchain as a media platform.
Download Now!
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.
Christiana Cacciapuoti
Executive Director
AdLedger
“Digital advertising is still suffering from the same issues of transparency, fraud, and fragmentation. And it’s because we just keep slapping band-aids on a fundamentally broken system when we
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.
Blockchain-Based Advertising Efficiencies
ANA. February 2020
IBM iX explained how it is using blockchain technology to increase the transparency of media supply chains.
Blockchain in the New Era of Privacy
ANA. February 2020
Dustin Engel, general manager of corporate development at PMG, discussed how blockchain technology can help to maintain consumer privacy and support the future of a free, ad-supported internet.
Greetings from the Blockchain
ANA. May 2019
TD Ameritrade’s ad is a first of its kind in many ways. It’s the first permanent media placement, the first ad designed and executed using cryptocurrency transactions, and the first use of the blockchain as a media platform.
Download Now!
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.
About ANA Marketing Futures
Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (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.
Copyright © 2020 Association of National Advertisers-established in 1910
Contact
10 Grand Central
155 E 44th Street
New York, NY 10017
Phone: 212.697.5950
Email: marketingfutures@ana.net
