Best Practice Report

Blockchain: What Marketers Need To Know

Distributed Ledger Tech (DLT) Will Pave A Path To Transparency, Slowly

June 27th, 2019
Martha Bennett, VP, Principal Analyst
Martha Bennett VP, Principal Analyst
Joanna O'Connell, null
Joanna O'Connell
Susan Bidel, null
Susan Bidel
With contributors:
Mary Pilecki , David Novitzky , Christine Turley

Summary

B2C marketers recently realized that they have little understanding of their digital advertising supply chain — how it works and where their money is going. And when they pushed for greater transparency, they met resistance: Honesty was not in the best interests of many partners and suppliers. Read this report to learn how blockchain technology, applied to the financial aspects of media buying, will uncover which suppliers and partners truly add value to the ad-buying process and which can be jettisoned.

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