How Can the Digital Ad Supply Chain Industry Infuse the Blockchain Technology

By CIOReview | Thursday, May 3, 2018
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Blockchain technology has gained a considerable amount of attention and importance in the modern industrial work scenario. It serves as the digital ledger platform that can be identified, validated, stored, and shared. This unique feature of blockchain makes it frictionless in terms of performing digital transactions. In respect to digital ads, blockchain provides a transparent layer to supply chain making it ripe for optimization. Digital ad supply chain optimization helps in cutting down the “tech tax” by automating the process of buying and selling of digital media.

According to the survey held by eMarketer, 82.5 percent of U.S. digital display ad spending is going to be transacted programmatically in 2018. But the actual payments for media lend up to be little more than a half of the entire programmatic spending. As per 2017 reports by Association of National Advertisers (ANA), Association of Canadian Advertisers (ACA), Ebiquity and Ad/Fin, about 40 percent of every dollar went to ad tech providers, data sellers and potentially inventory arbitrageurs. This is where blockchain can prove its proficiency as it has the ability to track exactly where all the media spending ends up. It provides a completely transparent trustworthy ledger system where enterprises can keep records of their payments and spending and can optimize the range of ad tech providers by avoiding overpaying for arbitraged inventory.

With the increase in dollars easing towards digital media, enterprises are carefully examining the money invested and how exactly it is working for them. Behemoth companies like Unilever and Procter & Gamble have put a distinct light on their previous year’s endeavors on transparency and accountability in order to shrink the ad tech tax.