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.
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