The blockchain technology consortium working group, which consists of IBM, IPG Reprise Digital, Omnicom Media Group, Publicis Media, GroupM, CoinDesk, MAD Network and others, has prepared a white paper that addresses issues related to blockchain technology.
Among other things: “What is blockchain?”, “How does blockchain work?”, “How to use blockchain in advertising?”, “What are the different uses?” and “What other technologies will come after blockchain?”
As well as addressing these questions, the group detailed its mission and modus operandi to revolutionize advertising. Examples of guidelines presented by the consortium include the idea that advertising should be free from theft, fraud, loss and deception; that the advertising industry must truly be transparent and trustworthy in order to be successful; and that blockchain and cryptocurrency are the two most important technologies needed to take advertising to the next level.
“Although it is often overlooked, advertising financed the creation of the Internet,” said Cristiana Cacciaputi, chief executive of AdLedger. “In the early stages, the ad-supported approach was instrumental in adoption, but also left us vulnerable to the problems the industry faces today, namely over-advertising and lack of consumer privacy controls.”
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