Despite being invented in 2008, Blockchain made big news in December 2017 when the price of Bitcoin Cryptocurrency surged past the $ 20,000 on the CoinDesk Bitcoin Price Index (BPI). This was also the same time, when we heard that Australian Stock Exchange would incorporate Blockchain technology for trade settlement. All this has created a lot of buzz in the digital industry about Bitcoin and Blockchain.
Blockchain is a disruptive technology. Perceived as “The Next Big Thing”, it is comparable in impact to what the TCP/IP protocol provided in the development of the Internet. In only 8 years, this technology has already been incorporated into every technological development of present and future innovation, from financial institutions (the World Bank amongst others) and insurance companies, to technological giants such as IBM, Cisco or Microsoft, as well as organisations from all kinds of industrial and public sectors. They consider that it has the potential to radically transform the traditional exchange of goods and services on the Internet.
This Sunday, as part of the annual Interactive Advertising Bureau (IAB) meeting, held in Palm Desert, California, the intervention of Unilever marketing manager, Keith Weed, brought to the table disagreements between major advertisers such as Unilever and giants like Google and Facebook, the biggest receivers of digital advertising. In this context, blockchain technology was revealed as an efficient solution in the administration of advertising campaigns.
Commodity Marketers are a critical component to much of the world’s economy. The model is used to trade a wide range of assets – from a barrel of oil and a pound of coffee, to the value of an Apple stock and even future weather patterns. In this piece by Mariano Saenz, CEO and co-founder, Winclap, Saenz discusses what he believes is a key issue faced by mobile app developers: throwing a lot of money at user-acquisition campaigns, paying higher and higher CPIs, with not enough ROI to show for their expenses.
Blockchain hit the headlines in 2017 thanks to bitcoin. The cryptocurrency started the year valued at just under US$1000 but by the end of December it was nearing $20,000. However, since then it has tumbled. While bitcoin may have the headlines, it’s the blockchain technology behind it that can support ambitions beyond cryptocurrency and could have the potential to revolutionise media buying.
The Interactive Advertising Bureau (IAB) released “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Use Cases,” an in-depth whitepaper that uncovers strong use cases for blockchain technology in digital video advertising, with a focus on over-the-top (OTT) advertising. The paper acknowledges that blockchain has captured the public’s attention through the skyrocketing growth of cryptocurrency, but also illustrates that the technology is a natural fit for the digital advertising supply chain—potentially enabling increased efficiencies and a more trustworthy supply chain, as well as reducing cost and fraud for publishers and buyers.
The Internet Advertising Bureau (IAB) has released a white paper stating that blockchain technology is a “natural fit” for the video advertising supply chain, saying that it sees strong use cases for blockchain in digital video advertising. IAB acknowledged that cryptocurrencies have generated a lot of hype around the tech, but concluded that blockchain could add genuine value to the supply chain, and IAB’s endorsement could help alleviate some of the initial doubts around blockchain.
In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) released this week its first publication on the topic. The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — including transparency, reduced fraud and increased efficiency — and looks at several use cases.
Those loyalty points are worth more than you think. Later this year, institutional investors will be able to create and trade securities based on reward programs offered by airlines, banks, phone companies, shops and hotels, potentially turbocharging a market worth nearly half a trillion dollars.
The AdLedger Consortium, a non-profit foundation made up of a collection of leading advertising and publishing executives whose purpose is bringing transparency and data security to the ad tech supply chain through blockchain technology, announced today, the full roster of its founding members and the initial focus of the consortium; a GDPR Solution.
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