Digital media transparency has an immediate solution
There is a market-ready, scalable solution. It’s right under our noses...or more precisely it’s part and parcel to the technology that drives every buy.
Log level event data (and metadata).
Event data is a natural output of every impression purchased in today’s tech stack, providing a detailed record of each action. DSPs, SSPs, ad servers, data vendors, verification platforms all write or leverage log level event data. It’s a powerful source of knowledge. And it does not require anyone to add new tech to an already over-complicated tech stack.
All it requires is for marketers to get their data before it’s lost or deleted (which is often standard protocol because its big (petabytes) and messy (few standards).
But once you have your event-level data, transparency is only the beginning of what’s possible. With the data, you now know the who, what, where, when and how much for virtually everything that happens across the ecosystem.
This is not an argument against blockchain.
Blockchain trials are good. Experimenting is good. Learning is good. Eventually, blockchain may become a key part of the advertising and media tech stack. But it will take a few years to get there.
source: Google news.