Blockchain’s Promise

How Blockchain Could Increase Transparency, Reduce Friction and Solve Audience Identity Challenges

About This Report
More than half of all programmatic ad spending around the world goes to the “ad tech tax,” leaving less than 40% to go to working media. Advertisers looking for transparency are considering blockchain as a technological solution for this and other problems.

Blockchain is getting a lot of buzz from a lot of corners, and the digital marketing and media industry is looking closely at whether this new tech can help solve some serious challenges with transparency, fraud and privacy. It’s still early days, but startups are making progress on solutions to advertisers’ problems, and 2018 will be a year of testing and learning.

  • Most interest in blockchain applications for digital advertising centers around bringing transparency to the programmatic ecosystem, which has been blasted in recent years as a murky black box plagued by fraud and shady players.
  • Blockchain-based technology is also being considered to facilitate payment quickly and easily across programmatic partners.
  • Identity management is another area of interest for marketers, especially as GDPR and privacy concerns make data security and privacy even more important to consumers. Blockchain-based solutions could empower consumers and help brands build better relationships around more reliable data.

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Table of Contents

  1. Blockchain Basics
  2. Supply Chain Transparency
  3. Payments
  4. Identity Management
  1. What Next?
  2. Key Takeaways
  3. eMarketer Interviews
  4. Related eMarketer Reports
  1. Related Links
  2. Media Gallery


Nicole Perrin


Lauren Fisher
Principal Analyst
Victoria Petrock
Principal Analyst
Tracy Tang
Senior Researcher