In this episode, we discuss:
- What is Blockchain?
- Is it applicable to ad tech?
- How soon will we see Blockchain and Smart Contract technology adopted?
Excerpt: "A key tenet of Blockchain is decentralization, which runs contrary to the “universal buying platform” vision of everyone from Google to the Trade Desk, MediaMath, etc. Adopting Blockchain isn’t about enhancing RTB protocol and evolving SSPs and DSPs-- Blockchain would mean a potential elimination of intermediaries--and a mechanism for sellers (publishers) and buyers (agencies and brands) to transact together.
This is a good thing, and this is the original vision of the ad exchange as it was intended. Implementation of blockchain should result in the majority of the media dollar actually being spent on media."