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 New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

> See all episodes
Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

> 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 © 2021 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

 

marketingfutures.ana.net