The Influence of Blockchain Technology on Digital Advertising Practices

Abstract

Blockchain technology, widely recognized for its impact on the financial industry, is now revolutionising digital advertising practices. This paper delves into the ways blockchain technology improves transparency, reduces fraud, and enhances data security in digital advertising. By conducting a thorough analysis of existing research and real-life examples, we evaluate the influence of blockchain technology on different parties involved, such as advertisers, publishers, and consumers. Blockchain technology in advertising and marketing could provide a straightforward solution to the issue of high costs and lack of transparency, thanks to its decentralised ledger system that allows for cost-saving and real-time data aggregation. The results indicate that blockchain has the potential to bring about substantial advantages, but it also encounters obstacles that need to be overcome in order to fully harness its capabilities within the digital advertising landscape.