Blockchain technology essentially operates as a complete and publicly viewable ledger that permanently tracks and records activities for a particular asset. Each block of data written on an event is a “link” in a chain that stretches back to when the asset was created.
This data is 100% complete, transparent, auditable and largely incapable of being tampered.
These capabilities could provide huge benefits to marketing, including:
- Supply chain transparency, both for ad inventory and physical goods
- Ad click verification and fraud prevention
- Complete (but anonymised) consumer behaviour data
Could blockchain marketing practices disrupt the entire digital marketing industry?