MARTECH TODAY: IAB’s first publication on blockchain in advertising paints an optimistic picture

In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) released this week its first publication on the topic. The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — including transparency, reduced fraud and increased efficiency — and looks at several use cases.