In part two of our four-part guest series from marketing veteran and blockchain expert Jeremy Epstein, we highlight four companies that are at the forefront of disrupting the $532 billion advertising industry.

Former IAB Tech Lab GM Tapped for her Deep Knowledge and Experience in Both Digital Advertising and Leading Open Source Initiatives.

The industry is crying out for a solution that allows the digital advertising supply chain to coordinate in a scalable, trustworthy, and secure way – and blockchain could be the answer.

In the massive world of online advertising, blockchain will be a force to reckon with.

Blockchain technology is great at transforming entrenched, inefficient business models. It isn't every day that you see it disrupting a disruptor, though.

A publisher roundtable organized by MetaX has lofty ambitions for the technology's applications in digital publishing.

Transparency, fraud, brand-safety, and blockchain. All buzzwords that are being fired around within AdTech and its trade press.

We are excited to announce that the IAB Tech Lab is establishing a new working group with the goal of exploring ways to leverage blockchain to improve efficiency and value realization in digital advertising.

While bitcoin's profile has skyrocketed alongside its exponential price, a group of devotees have gone about promoting the underpinning technology - the blockchain.

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem...

The tech could solve myriad issues pertaining to ad fraud and non-transparency, but would be yet another disruption to an industry still scrambling to achieve digital transformation.

Not enough marketers pay attention to blockchain technology. They should. It will become the next advancement in fraud prevention while serving online advertisements. Companies such as Intel, Microsoft and MetaX are working on solutions.

Procter & Gamble's results further highlighted problems in programmatic and the digital advertising supply chain. Various initiatives are underway in the advertising technology industry to address these problems and keep ad budgets coming their way.

It might still be early days for digital currency, but marketers are increasingly piggybacking on the rise of tender like bitcoin and applying those concepts to digital advertising

Web 3.0 is coming. And the implications for data-driven marketing are huge.

It suddenly feels like blockchain is everywhere — and that includes media and advertising. Here’s what to know.

In the third installment of a three-part series, Mark Mayne examines blockchain’s relationship with the media and entertainment industry.

Mobile marketing tech player, Tune, has launched what it claims is the first chatbot built specifically for measuring mobile marketing results.

Mention blockchain and everybody thinks of bitcoin. Although the immutable digital ledger is evolving past cryptocurrency applications and becoming a disrupter of government, finance, legal, trade, construction and healthcare, marketing was largely untouched—until now.

What's been happening in martech in 2017? Intelligence, Transparency, The Experience and Going Beyond Computers.

Privacy in the digital age is a recurring source of concern. Most of us have some sort of digital identity that spreads across multiple channels and this eventually becomes more challenging to control.

Blockchain, an unmodifiable and unbreachable digital ledger, was conceived 10 years ago to support the cryptocurrency bitcoin. But it has since seeped into new categories, jumping from finance to health care and, more recently, digital advertising.

Blockchain is a term you are likely to have heard, but a concept that you may not be quite able to wrap your head around. To understand the technology, it makes sense to start with its first and most famous use, and the reason they are such a big deal today.

Online advertising industry needs profound upgrades to become efficient. Blockchain tech might be the solution.

Fraud has been a problem with digital advertising for a long time. When the incentive structure for direct-response ads focused on click-through, it was not long before we started hearing about "click farms" in far off lands where anyone could buy clicks cheaply.

Ken Brook is CEO of MetaX, an ad tech firm that recently launched “adchain,” a form of blockchain designed specifically for the digital advertising industry. In addition to providing a more thorough, encrypted record of digital advertising transactions, an added benefit of blockchain is the ability to clearly expose parties engaging in fraudulent practices.

Blockchain is synonymous with crypt0-currency, but a swathe of new efforts want to use blockchain to solve many of digital advertising’s problems with fraud and transparency. Last week, adtech company MetaX launched “adchain,” a use of the blockchain ledger to essentially tag a piece of creative and then follow it on the internet to figure out whether it was seen, who saw it, where it actually ran, conversion rates and how budget was spent along the chain.

Blockchain technology is currently being trialed and implemented to disrupt the status quo of systems, processes, and business models in a broad range of industries. From financial services, supply chain management, and cyber security to cloud storage, the music industry and even the philanthropy sector, the distributed ledger technology is poised to change the way data of any kind is recorded, stored, and transferred.

Santa Monica, Calif.-based MetaX is one of the latest ventures to bring blockchain technology to digital advertising. The company’s solution, launched in private beta this week, takes aim at ad fraud with a new blockchain-based solution.

With fraud prevention such a major issue for the advertising sector, a logical first place to look for value in blockchain technology is its ability to deliver higher levels of transparency and security. The object here is to mitigate scenarios where customer and ad agency relationships become seriously compromised due to these issues.

MetaX, an adtech company that says its platform “allows the digital advertising supply chain to coordinate in a scalable, trustworthy and secure way using the blockchain”, has teamed with blockchain software technology company ConsenSys to build adChain, a blockchain-based protocol it said powers its applications for the digital ad industry.

Blockchain is commonly referred to as a ledger—a shared, decentralized database, made up of so-called “blocks,” which are just hashed records of transactions. In each block, which is permanent and can’t be altered after it’s logged, you have a timestamp and a link to an earlier block. That gives participants a straightforward audit trail—and because it’s decentralized, autonomous, and secured by cryptography, it’s not biased by design toward any particular participant or third party.

Ken Brook has worked in advertising technology for years, so he knows what advertisers have to deal with on the Internet: Digital advertising is plagued with fraud, from phantom ads that no one ever sees to adware that infects people's computers.

With fraud prevention such a major issue for the advertising sector, a logical first place to look for value in blockchain technology is its ability to deliver higher levels of transparency and security. The object here is to mitigate scenarios where customer and ad agency relationships become seriously compromised due to these issues.

Ad tech has a transparency problem. Some are pointing to blockchain as a possible answer. It’s fairly easy for fraudsters or an ill-intentioned party to weasel their way into a programmatic transaction, said Ken Brook, CEO and co-founder of metaX, a blockchain-based ad tech company that launched into beta on Tuesday.

When people think of fraud they usually don’t associate advertisers as victims of deception, but rather the other way around – advertisers use their magic to get the public to buy things whether wanted, needed, or, often the case, not needed at all.

Ken Brook has worked in advertising technology for years, so he knows what advertisers have to deal with on the Internet: Digital advertising is plagued with fraud, from phantom ads that no one ever sees to adware that infects people's computers.

It’s no secret that digital advertising is riddled with fraudsters and scammers who do everything from running phantom ads never viewed by a human being to injecting malware-laden ads into websites. That’s the problem that a startup called MetaX hopes to solve using blockchain, the distributed ledger technology behind bitcoin.

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.

Adchain, which uses Ethereum-based blockchain technology tailored to improve the integrity of online advertising, has partnered with decentralised applications studio ConsenSys.

ETHNews had the opportunity to sit down with Ken Brook, CEO of VidRoll, to discuss how his team’s new Ethereum blockchain initiative, adChain, is setting out to disrupt the world of online advertising by adding transparency and fairness to this opaque industry.

adChain, an Ethereum-based blockchain technology tailored for the online advertising industry, has partnered with ConsenSys, a blockchain venture studio building decentralized applications focused on the Ethereum platform, to develop an industry-first blockchain solution tailored for the online advertising industry.

Adchain, an Ethereum-based blockchain technology tailored for the online advertising industry, has partnered with ConsenSys, a blockchain venture studio building decentralized applications focused on the Ethereum platform, to develop an industry-first blockchain solution tailored for the online advertising industry.

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