With $3 billion of ICO fundraising in 2017, the stage has been set for the distributed web of tomorrow. Decentralized applications and platforms drastically change the way business has been done and how value is created, distributed, and stored. Blockchain solved the double spending problem for digital currency and blockchain can solve a similar problem in the $563 billion advertising market.
Digital advertising is a dominant force of equity value creation in the 21st century. Stalwart technology companies Google & Facebook make up $106 billion of advertising revenue by themselves. Industry leaders predict $16 billion of digital advertising fraud in 2017.
This ad fraud problem is similar to the double spending problem for digital currency. Blockchain solved the double spending problem by keeping a publicly scannable ledger of transactions. Blockchain will help the advertising industry by keeping a publicly scannable ledger of advertising inventory delivered to publishers.