Blockchain has already transformed several industries. Now, an increasing number of digital marketers are using the technology for different reasons, such as determining the number of ads that are actually being viewed by real people.
Advertisers are attracted to blockchain for several reasons. Some expect new improvements will increase the speed of blockchains and make it possible for digital ad transactions to be achieved in real time.
For others, they regard the immutability of blockchain as an advantage when it comes sot work efficiency. Some advertisers have gone into trouble with publishers regarding the number of impressions that were delivered in an advertisement campaign. The blockchain is considered as a verification tool to ensure proper billing.
Transparency is a very vital factor for several major advertisers and is why blockchain has perhaps caught some much attention. Many advertisers are concerned about spending frivolous amounts on a campaign that might only see ads being viewed by computer bots and not real people.
There are more concerns about the middle who eat a lot of money. Market intelligence firm Warc believes 40 cents out of every dollar spent on so-called “programmatic ads” actually gets to the publisher.
The rest usually finds its way into the pocketbooks of a long line of traders’ right in between a marketer and website.
Even though marketers do have the potential to manually evaluate and audit their campaigns, many consider blockchain as an easier and faster solution to evaluate spending and highlight and inconsistencies.
Hence, an increasing number of top advertisers are beginning to shift to the blockchain. Places such as Anheuser-Busch, InBev, AT&T, and Nestle are just a couple of firms who are beginning to use it to help out with advertising endeavors.
Nestle has also begun to trial a product that pays advertising vendors at the same time who will fulfill their job commitments. This simple payment system is noted to be a step in the right direction compared to traditional methods.