Econsultancy on how blockchain could save ad industry
Blockchain which is a growing list of records, called blocks which are linked using cryptography, is growing in popularity. It has great influence on the online marketing and advertising.
Econsultancy columnist Rebecca Sentance has shared an useful article on how the blockchain can save the online advertising industry.
Sentance says, “There has been a growing awareness within the marketing and advertising industry that the models we rely upon may no longer be fit for purpose – an awareness which recent regulatory changes like the GDPR have helped bring to the fore. But few people are sure about what ought to take their place.
Keane-Dawson, the co-founder and CEO of Truth, the world’s first global blockchain-enabled media agency, has an idea: a model which she believes would put the consumer back in control of their data, and create a system that benefits advertisers, publishers and consumers equally.
It’s called Truth Data Cloud, and is a blockchain-secured “data marketplace” that would allow consumers to license their data directly to publishers and advertisers, in exchange for free goods, discounts and monetary rewards”.
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