What is it about?
This chapter explores how blockchain technology is transforming advertising and marketing by enhancing transparency, security, and trust. It explains blockchain’s core features—decentralization, immutability, cryptography, and smart contracts—and how they address industry challenges like ad fraud, data privacy, and lack of transparency. The text highlights real-world applications such as blockchain-based digital advertising, customer data management with user consent, loyalty programs using tokens, and influencer marketing verification. It also discusses benefits like improved supply chain traceability, secure data sharing, and consumer control over personal information. Despite its potential, the chapter acknowledges challenges including scalability, regulatory compliance, integration with existing systems, and user adoption. It concludes by emphasizing the need for collaboration, education, and standardization to fully realize blockchain’s impact on creating a more ethical, efficient, and consumer-centric marketing ecosystem.
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Why is it important?
This study is important because it highlights how blockchain technology can solve critical issues in advertising and marketing, such as ad fraud, data privacy breaches, lack of transparency, and consumer distrust. By leveraging blockchain’s core features—decentralization, immutability, and smart contracts—the industry can create more secure, transparent, and ethical systems. It empowers consumers with control over their personal data, enables verifiable ad delivery, combats counterfeit products, and fosters trust between brands and customers. As digital marketing grows more complex and data-driven, adopting blockchain can lead to a fairer, more efficient ecosystem, making this research vital for marketers, businesses, and policymakers aiming to build a trustworthy and sustainable future for digital commerce.
Perspectives
Blockchain revolutionizes advertising and marketing by enhancing transparency, security, and trust through decentralization, immutability, and smart contracts. It combats ad fraud, secures customer data, and enables user-controlled data sharing via decentralized identities and consent management. Applications include transparent programmatic advertising, verifiable supply chains (e.g., IBM Food Trust, VeChain), tokenized loyalty programs, and authentic influencer marketing. Consumers gain ownership of their data and can grant or revoke access via smart contracts, improving privacy and compliance with regulations like GDPR. Despite benefits, challenges include scalability, regulatory conflicts (e.g., "right to be forgotten"), integration with legacy systems, and user adoption. Emerging trends involve NFTs, AI integration, and Web 3.0, requiring collaboration, standardization, and education for widespread adoption.
Dr. Vijaya Kittu Manda
BEST Innovation University
Read the Original
This page is a summary of: Blockchain in Advertising and Marketing, June 2024, IGI Global,
DOI: 10.4018/979-8-3693-2754-8.ch005.
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