Programmatic, DSP, SSP. What does it all mean? Ads are being bought on exchanges but there is very little automation, efficiency, and transparency in the process.
The industry is crying out for a solution that allows the digital advertising supply chain to coordinate in a scalable, trustworthy, and secure way – and blockchain could be the answer.
NYIAX, the world’s first guaranteed advertising contract exchange, today announced it has successfully closed a $5.6 million funding round led by WestPark Capital. The funding will be used to expand the company’s global reach and accelerate open trading on the platform.
According to Forrester, governments and businesses in Asia Pacific are starting to embrace blockchain technology to drive digital innovation and create more business opportunities. So how important of a role will this new tech play in the future of advertising for brands and marketers?
When it comes to automated advertising, publishers and advertisers have just scratched the surface. We have seen, and will continue to see, rapid growth in programmatic advertising and real-time bidding.
At the moment, an important debate about fraud and viewability is playing out in an ad tech ecosystem -an ecosystem that’s increasingly being called a duopoly. But these topics won’t be left for Google and Facebook to solve.
Jeremy Epstein likened his wait for blockchain to enter the marketing industry to this: he’s sitting in a stadium waiting for a football game to begin.
If blockchain sounds like the latest in a never-ending stream of digital ad-tech buzzwords, one can hardly be blamed. But consider the context.
Lou Severine is an executive with over 20 years of experience in digital media and advertising technology. Currently, Lou is serving as CEO of NYIAX, a revolutionary programmatic advertising platform developed in partnership with Nasdaq.
Digital advertising today is fraught with challenges. The presence of intermediaries multiplies the probability of fraud. Blockchain can help improve the trust factor among various stakeholders.
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