AdChain – because there has to be a blockchain in it

If you mumble Blockchain three times in quick succession, a VC will appear and fund your startup. That’s the only explanation I have for harebrained schemes like this:

The key is that blockchain, and adchain, theoretically lets multiple parts of the industry work together with no dependency on one party’s data. “If it’s immutable and decentralized, then you can align incentives,” said Brook. Right now, adchain will embed a tracker in the xml of a creative asset — and in real time, show you who is watching it or if viewability standards aren’t being met.

Here’s what that theoretically looks like in the adchain if it’s about figuring out if an impression was real: A buyer buys an impression, which is encrypted in a block, and then broadcasted to every single participant on the chain. The impression is verified by the publisher, then added to the ledger. Everyone in the blockchain gets to see the impression event and approve it.

There’s a huge problem with programmatic advertising delivery right now. Fraud, placement, you name it. So much so that even Google sees its hand forced by ad buyers. So you could argue it makes sense to inject more accountability into the system. (Or you could argue that we need to rethink how we do advertising on the web.)

But Ad impressions recorded on a blockchain? C’mon. (Never mind the energy impact)