How Blockchain Technology Is Transforming Digital Advertising

The entire digital advertising landscape is unclear, prone to interference from middlemen, notoriously centralized, and highly inefficient - making it the ideal ecosystem for the application of transparent, immutable distributed ledger technology.

Digital advertising surpasses every form of advertising in the world, including print, television, and billboards.

The top 25 companies account for an additional 8%, and only 18% of the revenue of the entire digital advertising market is held by the rest of the industry.

While it's true centralized middlemen are a prominent issue within the digital marketing, the primary issue isn't with the limited number of advertising channels available to advertisers - it's the manner in which ad performance is tracked.

The absolute control the digital advertising oligarchy exerts over the market - all of which blockchain technology can solve simply and effectively.

Bringing the digital advertising market onto the blockchain allows publishers to access meaningful, actionable information by engaging directly with both advertisers and consumers without the need for middlemen.

The digital advertising blockchain revolution isn't on the distant horizon - it's already here.

"We are excited to bring transparency, decentralization, and token consensus models to digital advertising. Digital advertising is full of fraud and arbitrageurs. The adserving technology is dated and monolithic. It does not bring in the voice of the people. adChain aims to fix all of that."

The AdEx platform is designed to destroy the digital advertising oligarchy by creating a smart contract executed marketplace in which advertisers are able to bid for advertising slots.

The creeping adoption of blockchain technology in the supply chain industry is a strong example of how the self-evident value of distributed ledger efficiency and transparency causes organic implementation - a phenomenon soon likely to be mirrored in the advertising industry on a widespread basis.