Article: Online advertising fraud

Question 1

What is Blockchain´s potential impact on advertisers?

Answer 1

• Reduces waste in ad budgets

- Increases the effectiveness of ad campaigns

Question 2

What is Blockchain´s potential impact on consumers?

Answer 2

• Ad viewers can be incentivized to provide personal information (more control over their data)

Question 3

What is Blockchain´s potential impact on PPC (pay-per-click) advertisers (e.g. Google, Facebook)?

Answer 3

• Current dominance of a few big PPC service providers may decrease

Question 4

What is Blockchain´s potential impact on ad publishing websites?

Answer 4

• Positive reputation will be important for attracting more ads

Question 5

What is Blockchain´s potential impact on intermediaries?

Answer 5

• Roles will decline over time

Question 6

What is the key problem?

Answer 6

• PPC providers have really intransparent mechanisms and don´t give advertisers information about wether a click was machine or human generated

Question 7

Problems with Blockchain in Advertising

Answer 7

• Blockchain not widely adopted yet (educational barrier?)

- Validation of transaction before adding to a block needs time -> not able to process real-time advertising