Manager: dmitry.jirnov – Full Member
“ The business that will thrive using distributed ledger technology are the ones solving real-world problems.”
Digital advertising is a $200+ billion industry that has transformed the way we market goods and services but remains today a piecemeal system of incompatible components with a host of problems.
While there are opportunities for improvement, the possibility of comprehensive re-engineering the current digital advertising ecosystem faces insurmountable barriers in terms of cost, regulation, and cooperation.
All of these problems are endemic to the fragmented traditional digital advertising ecosystem. Furthermore, none of them can be solved by the centralized architecture used by current advertising platforms because all parties in the advertising value chain are continuously looking for new technical tricks to gain competitive advantage at the expense of other market players.
The promise of advertising technology was to create an eﬃcient marketplace for attention. The hope was that the Internet, would arrive with a transparent and eﬃcient Ad marketplace.
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