One of the biggest issues advertising giants face in this day and age is advertisement transparency. There is a long chain of suppliers between the digital ad and the consumer and it is particularly hard for companies to know if their ad had any influence on a real person. Ad fraud is pervasive, but blockchain could help with this.

Because blockchain is a secure, data-driven technology, it will be able to monitor the ad delivery to ensure that a real consumer saw the advertisement. This will allow marketers to have tighter control over their marketing efforts and allow them to better understand consumer preferences. HBR explains how blockchain will change the face of digital advertisement with this article.