Exploring the technology of Blockchain in Digital Advertising: Revolutionizing the conventional advertisement strategies

Abstract

Digital advertising is a highly credible form of advertising which targets the audience selectively,
however, a large number of intermediaries are involved in the digital advertising ecosystem which
ads cost and fraudulent activities in the whole process. Blockchain is seen as the possible solution for
all these issues in digital advertising and the present study has investigated the revolutionary
capabilities of blockchain in the field of digital advertising. The study has reviewed the current
progress blockchain technology has made and the solution it extends. The results projected that
blockchain technology has left a positive impact on digital advertising by reducing costs, increasing
transparency, reduction in frauds, and increasing value of the stakeholders. However, more studies
are required to gain in-depth knowledge, whether blockchain is ready to be implemented or not in the
field pertaining to digital advertisement.