Impact of Blockchain Technology on Transparency and Trust in Programmatic Advertising Supply Chain
Muhammad Ibrahim Khan · Advances in logistics, operations, and management science book series · 2024
The aim of this chapter is to evaluate previous research, reports, and opinions of marketing specialists regarding the issue of transparency and trust in the existing supply chain of programmatic advertising. Literature shows that blockchain technology holds significant potential for improving transparency and trust in the programmatic advertising supply chain. Previous research highlights its advantages in enhancing advertising processes, securing transactions, and addressing industry challenges. The collaboration of industry organizations and the practical implementation of blockchain technology further demonstrate its efficacy. By embracing blockchain, the advertising industry can overcome the limitations of the current supply chain and create a more transparent, secure, and efficient ecosystem.