You know the phrase “you get what you pay for?” It applies to lawnmowers and automobiles, but it’s not necessarily the case when paying for advertisements.
The state of marketing metrics is shameful. The way we measure advertising influence is so broken that judging a campaign’s effectiveness is often subjective. Clicks, views, and impressions meld to form an often-muddled picture.
Blockchain technology could effectively measure a marketing campaign’s success. Their ability to weed out inauthentic impressions from bots is invaluable in this respect. Blockchain could boil down metrics so that marketers have nowhere to hide — a campaign’s performance will speak for itself.
Marketing and advertising fraud are major problems for brands. Intentionally misleading metrics are perhaps the greatest problem in marketing. If blockchain can eliminate false statistics while also granting users more control over their data, it will accomplish more than a marketer could hope for.