Think about the future of industry — any industry. There are a few questions to consider.
Are that industry’s trends going to line up with what’s best for the consumer? What is economically logical?
Or will the whims of the most powerful movers and shakers set the rules for everyone?
If advertising is to follow what’s best for brands and consumers, blockchain will inevitably see further adoption. Experts agree that it will bring brands and customers closer together, delivering greater value to both. There will be fewer middlemen, faulty metrics, and scams polluting the marketplace.
But this is only possibility, not certainty.
We must also consider what Google, Facebook, and other advertising gatekeepers want. They will inevitably shape the future of digital ad sales. Other factors might delay or accelerate the adoption of blockchain in advertising.
Time will tell, but experts remain optimistic that this technology could fundamentally define the future of advertising.