This IDC Market Perspective discusses the hype versus reality of blockchain for advertising. Blockchain technology holds promise to fix several shortcomings of the advertising ecosystem. It holds the potential to make the value chain transparent, and thus address fraud and arbitrage. But now that the initial hype is gone, where are we today with blockchain in advertising? Should marketers experiment with it, and if so, how should they go about it?
"Blockchain technology may be the key to fixing advertising fraud, which has become more and more of a challenge," said Karsten Weide, VP, Media and Entertainment, IDC. "As billions of TV ad dollars flow into digital video advertising, it creates a bonanza for fraudsters — high CPMs, lucrative crime."