"Applying Blockchain to Digital Advertising"

According to a new study from researchers at the University of Georgia, the same blockchain technology that secures cryptocurrency systems could also shield users from intrusive and predatory advertising. Many consumers do not understand how their personal data is used in digital advertising. Which devices collect what data, how companies use that data, and how to block certain ads can be puzzling. Advertisers and publishers can experience the negative effects of ad fraud, such as unauthorized ads and bots that hijack ad traffic and divert profits. According to the researchers, blockchain can combat both of these challenges. Jooyoung Kim, the study's lead author, explained that there will always be malicious actors due to the size and complexity of the advertising ecosystem. Advertisers and publishers cannot effectively track them, and consumers are concerned about the security and privacy of their personal information. With the automated nature of blockchain, consumers have greater control over their exposure to ads. This could increase consumer trust in advertising by placing control in their hands. People can track how their data is used and opt out of certain ad categories. In addition to placing fake ads, fraudsters can use bots to defraud ads. These bots can click on ads, depleting the budgets of advertisers. Such fraud schemes have caused 15 to 50 percent of ads to be wasted, contributing to an estimated $100 billion in losses in 2022. Digital advertising fraud schemes have wasted consumers' attention and increased the number of potential threats to them. Although blockchain may not completely prevent fraud from the start, it does pave the way to do so. When a fraudulent ad is identified, it can be traced back to its source via the blockchain. This article continues to discuss the new study on the anti-fraud possibilities of blockchain. 

The University of Georgia reports "Applying Blockchain to Digital Advertising"