AdLedger lays foundation for blockchain use in advertising | Ad Tech | News | Rapid TV News
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The non-profit research and development consortium building and implementing blockchain standards for digital advertising, AdLedger, has released the first output from its Blockchain Education Working Group.

Produced in partnership with analyst group TV[R]EV, the report shares insights from a survey of nearly 100 media experts and features in-depth interviews with more than 20 senior advertising executives.

The white paper’s chapters aim to address what it regards are the questions the industry must answer to move from hyperbole to the pragmatic application of blockchain. These include what is a blockchain; how do blockchains work; blockchain and advertising, and how they work together; what are blockchain’s potential implementations; the future of blockchain: what comes next?

The report includes commentary from AdLedger’s Blockchain Education Working Group chairs; Chad Andrews, global blockchain solutions leader at IBM; Tim Ringel, global CEO of IPG Reprise Digital; Jonathan Steuer, chief research officer at Omnicom Media Group; and Yale Cohen, EVP, activation standards, Publicis Media. Senior leadership from GroupM, CoinDesk, MAD Network and other AdLedger members also contributed to the report.

“There’s been an abundance of grandiose promises about blockchain’s potential in advertising,” commented Tim Ringel. “The goal of our group is to uncover and implement real best practices, but first we need greater industry understanding of the technology and to develop supporting standards.”

The blockchain and advertising special report can be downloaded from http://adledger.org/