Big names, including Unilever and AB InBev, are dabbling with the distributed ledger technology. But the year has been in some ways quieter than many might have expected. When blockchain — and cryptocurrencies like bitcoin and ethereum that are powered by the distributed ledger technology — reached a feverish peak of hype in second half 2017, marketers couldn’t help but get caught up in the excitement. The buzz is understandable, but has not always translated into concrete solutions this year, with marketers in many ways being slow to glom onto the trend.