Honest impressions

Why blockchain is the new black for media buying

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Executive overview

Authors: Karl Spangenberg, Executive Vice President, MediaLink, Bill Wise, CEO, Mediaocean, Babs Rangaiah, Executive Partner, IBM

Media buys into blockchain Blockchain appears poised to solve some of the most pressing problems facing advertisers and publishers. A distributed ledger technology, blockchain can change media buying as we know it by enabling parties in a network to agree on a transaction without the need for third parties or centralized control. Transparency created by a fully adopted blockchain can address trust, control and arbitrage concerns in the supply chain to restore billions lost to middlemen or eaten up by fraud, stave off brand safety issues and rebuild consumer confidence.

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