Marketers often lack accurate data on how well or poorly their campaigns are likely to perform. As they decide on pricing, this also has a big influence on the market today. Vendors have different ways of tracking and measuring campaign performance introducing inconsistency and making it difficult to understand for marketers. 7-15 vendors are normally required to execute a simple ad campaign. With the introduction of programmatic systems, the fragmentation has only grown larger. Digital advertising is a rather fragmented ecosystem which incorporates brands, agencies, data companies and so on. The main issue of programmatic advertising is that it requires a lot of technologies to do it correctly. Marketing Technology News: MarTech Interview with David LaPalomento, Chief Technology Officer at JWPlayer Mistrust in a programmatic world
Not surprisingly even IAB has a Distributed Ledger Working Group that continuously investigates applications of emerging technologies in distributed ledger and cryptography and how to apply them to solving advertising challenges in connecting consumers with brands and managing consumer privacy and transparency in the supply chain.īlockchain technology is the future of programmatic advertising and can be used to bring transparency into the AdTech industry. The use of blockchain technology is revolutionizing the programmatic advertising industry.
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