IAB Tech Labs launches blockchain-analysis initial program

It seems like alternate day a new startup is claiming it could cure the woes of electronic advertising with blockchain — whilst doubters point out the technology’ s limitations .

To help sort the particular wheat from the chaff so a few real baking can occur, the Online Advertising Bureau (IAB) Tech Laboratory announced this week that its Blockchain Working Group is launching the pilot program.

This program will look at blockchain-based, advertising-targeted tasks from the Working Group’ s 100+ member organizations. It will then create a white paper that tries to point out the actual value — and perhaps throw shade on the hype — of blockchain’ s potential for this particular industry.

So far, tasks have been identified from Kochava Labs , FusionSeven, MetaX and Lucidity. Each features a variety of ad tech participants, which includes advertisers, agencies, DSPs, publishers plus exchanges.

[Read the full article on MarTech Today.]

About The Author

Craig Levine covers marketing technology intended for Third Door Media. Previously, he or she covered this space as a Mature Writer for VentureBeat, and he offers written about these and other tech topics for such publications as CMSWire and NewsFactor. He founded plus led the web site/unit at PBS station Thirteen/WNET; worked as an on-line Senior Producer/writer for Viacom; a new successful interactive game, PLAY THIS BY EAR: The First CD Online game; founded and led an independent movie showcase, CENTER SCREEN, based in Harvard and M. I. Big t.; and served over five many years as a consultant to the M. We. T. Media Lab. You can find your pet at LinkedIn, and on Twitter on xBarryLevine.

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