Authors :
Dr. E. Nafeza; Dr. A. Gayathri
Volume/Issue :
Volume 9 - 2024, Issue 8 - August
Google Scholar :
https://tinyurl.com/4z5jxn2u
Scribd :
https://tinyurl.com/mua9skud
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24AUG268
Abstract :
Blockchain technology, widely recognized for
its impact on the financial industry, is now revolutionising
digital advertising practices. This paper delves into the
ways blockchain technology improves transparency,
reduces fraud, and enhances data security in digital
advertising. By conducting a thorough analysis of existing
research and real-life examples, we evaluate the influence
of blockchain technology on different parties involved,
such as advertisers, publishers, and consumers.
Blockchain technology in advertising and marketing
could provide a straightforward solution to the issue of
high costs and lack of transparency, thanks to its
decentralised ledger system that allows for cost-saving
and real-time data aggregation. The results indicate that
blockchain has the potential to bring about substantial
advantages, but it also encounters obstacles that need to
be overcome in order to fully harness its capabilities
within the digital advertising landscape.
Keywords :
Online Advertising, Technology and Innovations, Blockchain Technology, Organisational Activity System.
References :
- Mougayar, W. (2016). The Business Blockchain: Promise, Practice, and the Application of the Next Internet Technology. Wiley.
- Tapscott, D., & Tapscott, A. (2016). Blockchain Revolution: How the Technology Behind Bitcoin Is Changing Money, Business, and the World. Penguin.
- IAB (2020). IAB Tech Lab Blockchain Working Group: Blockchain and Advertising – an Overview. Interactive Advertising Bureau.
- PwC (2018). Blockchain is here. What’s your next move? PwC Global Blockchain Survey.
- Brave Software. (2021). Brave Browser and Basic Attention Token. [Online] Available at: https://brave.com/
- AdChain. (2021). AdChain Registry. [Online] Available at: https://adchain.com/
Blockchain technology, widely recognized for
its impact on the financial industry, is now revolutionising
digital advertising practices. This paper delves into the
ways blockchain technology improves transparency,
reduces fraud, and enhances data security in digital
advertising. By conducting a thorough analysis of existing
research and real-life examples, we evaluate the influence
of blockchain technology on different parties involved,
such as advertisers, publishers, and consumers.
Blockchain technology in advertising and marketing
could provide a straightforward solution to the issue of
high costs and lack of transparency, thanks to its
decentralised ledger system that allows for cost-saving
and real-time data aggregation. The results indicate that
blockchain has the potential to bring about substantial
advantages, but it also encounters obstacles that need to
be overcome in order to fully harness its capabilities
within the digital advertising landscape.
Keywords :
Online Advertising, Technology and Innovations, Blockchain Technology, Organisational Activity System.
