Is Blockchain Ready to Revolutionize Online Advertising?

Is Blockchain Ready to Revolutionize Online Advertising?

The 200-billion-dollar per annum online advertising ecosystem has become infested with thousands of intermediaries exploiting user data and advertising budgets. All key stakeholders in the value-chain are infected: advertisers with fraud, publishers with their diminishing share of advertising budget...

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Bibliographic Details
Main Authors: Matti Antero Parssinen, Mikko Kotila, Ruben Cuevas Rumin, Amit Phansalkar, Jukka Manner
Format: Article
Language:English
Published: IEEE 2018-01-01
Series:IEEE Access
Subjects:
Blockchain
online advertising
adtech
energy efficiency
transparency
ad fraud
Online Access:https://ieeexplore.ieee.org/document/8478235/

Internet

https://ieeexplore.ieee.org/document/8478235/

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