IAB Tech Labs launches blockchain-analysis pilot program
It sort of feels like each different day a brand new startup is claiming it could remedy the woes of virtual advertising and marketing with blockchain — whilst doubters point to the technology’s limitations.
To lend a hand type the wheat from the chaff so some actual baking can happen, the Interactive Promoting Bureau (IAB) Tech Lab introduced this week that its Blockchain Running Team is launching a pilot program.
This system will take a look at blockchain-based, advertising-targeted initiatives from the Running Team’s 100+ member organizations. It’s going to then write a white paper that makes an attempt to indicate the true price — and in all probability throw colour at the hype — of blockchain’s possible for this business.
Thus far, initiatives were known from Kochava Labs, FusionSeven, MetaX and Lucidity. Each and every comprises quite a lot of advert tech contributors, together with advertisers, companies, DSPs, publishers and exchanges.
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