While marketers haven’t seen many viable blockchain-powered concepts arise yet, they remain optimistic that the technology will impact ad sales and distribution.
Insiders see metrics becoming more specific, with ad space appraised accordingly. Blockchain may create consenting ad viewers, compensating in various ways for their participation. This sort of willing ad consumer will allow for more customized marketing campaigns.
The end goal is more sales, of course. If blockchain is able to show the direct impact of marketing campaigns on sales, the industry may never be the same. The digital age has such scrambled advertising metrics that a viable solution has to come around eventually.
From a consumer perspective, blockchain could mark the end of the generalized campaign. No longer would non-parents have to sit through an ad for Hasbro’s latest doodad, nor would males have to watch plugs for female beauty products. Blockchain platforms may allow users to give details about their interests in a non-invasive way that is still valuable to marketers.