Blockchain Technology for Transparent Digital Advertising: Reducing Ad Fraud and Increasing Trust
Anjali Daryal, Tarannum Amir · Research Review Journal of Social Science · 2023
Ad fraud, data inaccuracies and lack of transparency are major challenges in the digital advertising industry, leading to billions of dollars in losses every year. This research paper analyzes the role of blockchain technology, which can restore trust in the digital advertising system through its decentralized, transparent and immutable ledger system. Blockchain technology, using smart contracts and cryptographic verification, can make advertising transactions secure, trackable and automated, thereby reducing problems such as fake clicks, bot traffic and data manipulation by intermediaries. The conclusion of this research is that blockchain can revolutionize the future of digital advertising, but it requires technical improvements, industry collaboration, and policy support. This study provides important insights for researchers and industry professionals interested in marketing technology (MarTech), digital advertising, and blockchain applications.