Blockchain technology will undoubtedly impact #adtech in the coming years. It’s efficacy as a viable solution to many of the industry’s woes is yet to be seen:
Today digital media research group, IAB Technology Laboratory, revealed details of their blockchain pilot program. Their blockchain working group includes more than 150 members.
The program involves real-world testing area blockchain services that will fine-tune and codify best practices in a future whitepaper.
The Laboratory wants to incorporate all the different stakeholders from the digital advertising supply chain. It’s already working with many different firms, among them FusionSeven, Kochava Labs, Lucidity, and MetaX. In turn, each of their pilots will include stakeholders across the advertising supply chain. [Click here to read at source]…