Blockchain in Digital Marketing: Q&A with Jack Smith, GroupM

Since the stunning upward thrust of cryptocurrency Bitcoin over the past decade, ‘blockchain’ has become a big buzzword in several tech industries, ranging from security to healthcare. However, no matter allotted ledger technology (DLT) being billed by some because of the destiny of each fee and statistics-control system, its ability packages within the advert tech enterprise continue to be doubtful.

To that give up, on Wednesday, 27 March, GroupM released their file into the usage of blockchain technologies inside virtual marketing. Here are some of the important thing findings inside the file and the further perception from the writer, Jack Smith (pictured beneath), leader product officer, funding at GroupM.

Blockchain packages in advertising

Some of the essential problems gift within digital advertising and marketing currently, consisting of consumer identification, consent, and authorization, and transparency, could potentially be solved by using DLT, or as a minimum, aided by using the modernization of inner digital methods delivered about via the use of blockchain. However, adoption of those technologies is likely to be a sluggish procedure, given the current fragmented nature of the programmatic enterprise and the shortage of readability surrounding DLT.

When to apply DLT answers

Despite a whole lot of the hype, the usage of DLT solutions isn’t an extraordinary treatment-excited by all digital industries and can be high priced, or indeed pointless, to put into effect. Therefore, programmatic vendors ought to perform several checks before using DLT, such as assessing whether companions amend the information if any 0.33-parties worried in updating statistics are relied on and if verification is required. Testing blockchain answers in pilot tasks, previous to full implementation, is also exceptional.

ExchangeWire: What would you say are the main barriers to blockchain adoption within ad tech?
Jack Smith: I assume the most important one is training. If you consider any new computing paradigm, which is what blockchain is, step one is to get your technologists to consider how that fits in with all of the things we do from a technology viewpoint and recognize the technological implications.

At the same time, you have to discern what the effect will be across the rest of the enterprise, which means that everyone within the commercial enterprise who would pitch in and be impacted needs to keep that area in mind. As an industry, we are nonetheless in certainly early days concerning schooling our very own human beings. When adopted correctly, what do you believe you studied are the primary advantages of using blockchain technologies within the ad-tech surroundings?


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