Online advertising is a system of transactions that involve many different players. The user visits a publisher’s website; the publisher notifies an exchange that the user is on the website; the exchange presents an opportunity to a marketplace that can buy that opportunity to show the end user the ad. And this a simple example.
The transactions in online advertising are as opaque and rife with fraud as Wall Street–but less regulated. Blockchain technology presents an opportunity to bring more transparency to the advertising ecosystem using a shared ledger.
Ken Brook is the CEO of VidRoll, a video advertising company. Using his experience in the adtech business, Ken is working on Adchain, a shared ledger for adtech. In this episode, we explore adtech, blockchains, and Adchain.