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.
At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”
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Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed given consumers the power to (somewhat) control their online experiences online, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted complicated marketers’ access to consumer data. : websites have to now obtain consumer consent for tracking cookies. The final blow came has come with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left leaves marketers wondering what to do, it also created provide new opportunities as well.
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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.
“The decentralized, open, and cryptographic nature of blockchain allows people to trust each other and transact peer to peer, making the need for intermediaries obsolete. This has huge implications for much of the Lumascape and brings unprecedented security benefits.”
Gabriel Greenberg
CEO and Cofounder
GABBCON
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.
Five Ways Blockchain Can Help Fix the Broken Online Advertising Ecosystem
ANA. March 2019
In 2018, there was a lot of hype regarding blockchain's potential impact on advertising. Fast forward to today, many companies are starting to deliver on their promises. Donny Dvorin, GM of Never Stop Marketing Research, helps you navigate the current landscape.
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.
Follow the Blockchain Road
ANA. April 2018
Blockchain technology can help to prevent ad fraud. Although the advertising industry has yet to invest in it significantly, other industries are experiencing success with it. The technology is changing rapidly and marketers must start to educate themselves about it now.
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.
Gabriel Greenberg
CEO and Cofounder
GABBCON
“The decentralized, open, and cryptographic nature of blockchain allows people to trust each other and transact peer to peer, making the need for intermediaries obsolete. This has huge implications for much of the Lumascape and brings unprecedented security benefits.”
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.
Five Ways Blockchain Can Help Fix the Broken Online Advertising Ecosystem
ANA. March 2019
In 2018, there was a lot of hype regarding blockchain's potential impact on advertising. Fast forward to today, many companies are starting to deliver on their promises. Donny Dvorin, GM of Never Stop Marketing Research, helps you navigate the current landscape.
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.
Follow the Blockchain Road
ANA. April 2018
Blockchain technology can help to prevent ad fraud. Although the advertising industry has yet to invest in it significantly, other industries are experiencing success with it. The technology is changing rapidly and marketers must start to educate themselves about it now.
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.
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