Explain the power
For digital advertising, the business value lies in its power to automate and scale trust — efforts to explain this value to industry groups and business partners will support implementation.
Start where it’s easiest
Some parts of the digital advertising ecosystem are more ready than others for blockchain. Both OTT media services and in-app advertising already require users to login with unique credentials, offering a starting point for trusted data and identities on a blockchain.
Start with a few trusted partners
The more participants a digital advertising blockchain has, the more value it can provide — but it is not necessary for every possible participant to be on board at the start.
A blockchain proof of concept can focus on a specific problem which a few trusted collaborators can solve, but the blockchain should be designed so that it can scale. That requires giving it the technical means to handle high data flows and transaction volumes, and choosing rules of engagement so that organizations that do not trust each other can participate later.
Monitor and build on others’ success
Digital advertising has not been leading the blockchain pack, but it can learn from the leaders. Blockchains are either up and running or in advanced development in areas such as:
fighting counterfeit product
safeguarding the pharmaceutical supply chain
music rights management and payments
Agree on standards
Participants will have to agree on definitions, labels, units of measurement, and other standards for everything from viewability to prices and performance. Both buy-side and sell-side teams should participate in these discussions.