VIDEO AD NEWS: IAB Backs Blockchain as ‘Natural Fit’ for Video Advertising

The Internet Advertising Bureau (IAB) has released a white paper stating that blockchain technology is a “natural fit” for the video advertising supply chain, saying that it sees strong use cases for blockchain in digital video advertising. IAB acknowledged that cryptocurrencies have generated a lot of hype around the tech, but concluded that blockchain could add genuine value to the supply chain, and IAB’s endorsement could help alleviate some of the initial doubts around blockchain.