Thursday, July 12, 2018

Can Blockchain Tech. Resolve this Principal-Agent Conflict?

PROBLEM FACED BY ADVERTISERS:  how to figure out whether their ads are viewed by real people, not computer-generated bots, and how much of their spending is siphoned off by middlemen.

SOLUTION PROVIDED BY BLOCKCHAIN:  Marketers sometimes can manually audit digital ad campaigns, but proponents of blockchain say the technology offers a faster, more reliable way to track spending and reconcile discrepancies with suppliers...  The technology can also help track whether ads are running on websites with real traffic and on portions of them visible to ordinary users. That type of campaign information can be included in stored “blocks” along with pricing information.

SOURCE:  Article from WSJ

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