Read full paper here: http://docdro.id/szFtZZ9
The online advertising industry is troubled. Fraud, discrepancies in data validation and incentives, decreasing user attention... These problems are mainly due to the lack of transparency between parties and the insane complexity of the supply chain. Advertisers, publishers, DSPs, SSPs, safety vendors... The list is endless and the ecosystem extremely opaque. The perfect environment for anyone with malicious intent.
But there seems to be a solution: blockchain technology. Fintech appears to be ready for adaptation, and so do many other industries. Various use cases prove that blockchain is almost set to conquer the world. Online advertising, however, seems to be arriving a little late to the party. With characteristics such as ‘being able to cut out middlemen’ and ‘providing more transparency,' it looks like blockchain could be a match made in heaven to instantly solve many of the previously stated problems. Paradoxically, many of the parties involved in the online advertisement ecosystem benefit from fraud, or would at least lose revenue, or maybe even become redundant in an entirely transparent ecosystem.
This paper researches what blockchain is, what it already did for fintech and other industries and what it can do for online advertising.
Read full paper here: http://docdro.id/szFtZZ9
Congratulations @alexandernacho! You received a personal award!
You can view your badges on your Steem Board and compare to others on the Steem Ranking
Vote for @Steemitboard as a witness to get one more award and increased upvotes!