Programmatic Advertising and Blockchain
Advertising is developing and changing rapidly. Beyond transparency, there are different ways blockchain can improve advertising. When it comes to consensus, great efforts are made to collect and match data from various platforms. Platforms with matching algorithms can automate data collection to reduce resource hours and eliminate the human element from the reconciliation process and reduce inconsistencies. Not everything can be caught, although automation reduces the inconsistency.
Blockchain-based solutions can generate almost zero inconsistent transactions.Typically, publishers use a supply-side platform (SSP) to maximize their earnings and offer their stock for sale to a variety of exchanges and demand-side (DSP). Systems that exploit developing technological facilities maliciously tarnish these platforms with fake advertising contracts.
Advertising expenditure spent due to fraud is constantly increasing. Blockchain-based ad purchases can be used to create transparency on payments, verify all payment terms and net tracking of cash flow. In this way, every transaction in the media supply chain can be followed transparently and a more secure environment can be created. Blockchain can create an environment where more better and more secure data from customers can be collected. Many customers think that advertisers have their data being secretly used to target them. With blockchain, a new consumer protection facility can be created and trust between advertisers and consumers can be increased.
