4. Advertisers Harness the Power of Blockchain Technology
As the technology behind crypto-currencies, blockchain is making a splash in the advertising world to help improve the efficiency and transparency of advertising data. What is blockchain, you ask? Think of a massive Excel sheet where data is pooled together by multiple anonymous yet verifiable providers (the brand, agency, publisher, etc.). In this system there is no single, centralized authority to validate the data – it is simply verified automatically by connecting the dots between the participants in the chain. Theoretically it would allow various parts of the industry to collaborate without dependency on one party’s data – ultimately helping to maintain the security and privacy of individual data sources. This sounds like science fiction? Comcast’s Advanced Advertising Group recently announced an initiative to develop a “Blockchain Insights Platform”, which will be aimed at improving the efficiency of premium video advertising, with the intent to create better planning, targeting, execution and measurement across screens. It’s a bold new vision of connected advertising. Who knows where this could take the industry.