The Interactive Advertising Bureau (IAB) released “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Use Cases,” an in-depth whitepaper that uncovers strong use cases for blockchain technology in digital video advertising, with a focus on over-the-top (OTT) advertising. The paper acknowledges that blockchain has captured the public’s attention through the skyrocketing growth of cryptocurrency, but also illustrates that the technology is a natural fit for the digital advertising supply chain—potentially enabling increased efficiencies and a more trustworthy supply chain, as well as reducing cost and fraud for publishers and buyers.
