Building a Better Programmatic, One Block(chain) at a Time

Blockchain is described in Digiday as a “ledger” of programmatic transactions. This ledger contains the transaction data of programmatic markets to give everyone involved in the process transparent data – something that is currently lacking. Blockchain will map the entire programmatic transaction from brands to publishers to SSPs to DSPs and back again, creating a history people can look back on to garnish insights like ad placement, cost effectiveness, and the detection of fraud....