We’re finally seeing normalisation of blockchain’s use in digital advertising says Christiana Cacciapuoti, executive director at AdLedger. Many solutions are no longer marketing themselves first and foremost on the fact that they use blockchain, but are instead focusing on what blockchain enables them to do. In this interview, Cacciapuoti discusses how AdLedger uses blockchain and cryptography, and clears up some of the myths around what cryptography means. Filmed at NVF Roadmap in London.
Adledger states they are “a nonprofit research and development consortium charged with implementing global technical standards and solutions for the digital media and blockchain industries.”
“The goal of AdLedger is to further trust and transparency within the digital media space.”
Blockchain is key to that ambition.
In the above video, Christiana Cacciapuoti of AdLedger; Chad Andrews & Babs Rangaiah of IBM; Ryan Nathanson of Salon Media Group Inc.; and Adam Helfgott of MAD Network, discuss issues plaguing ad tech and how AdLedger can address these issues.
The goal is for brands to get more media for their working dollar, publishers will get a fair price for their inventory and consumers will get messages that are better targeted and more relevant.
The advertising industry has benefited from the digital revolution as evidenced by the massive reallocation of money from traditional media to digital advertising. However, such has also highlighted problems that have plagued the industry as it continues to assert its value to the advertisers who provide the cash, let alone to actual consumers.
Alan Wolk writes about an unprecedented collaboration of the four largest ad holding companies on the planet:
Their participation in the nonprofit AdLedger was established to “further trust and transparency within the digital media space.”
The AdLedger website also states: “We are a nonprofit research and development consortium charged with implementing global technical standards and solutions for the digital media and blockchain industries.”
Wolk describes the initiative as an attempt to solved the “Four Horsemen of the Ad Apocalypse”:
- Lack of consumer privacy controls
- Too many middlemen
- Lack of transparency between publishers and advertisers
Blockchain represents a potential and meaningful solutions to these issues which have been a bane to the industry.