New York -- Blockchain could play a “critical” role in the ad-tech business, providing needed transparency and helping smaller companies counter the walled gardens of advertising behemoths like Google, Viant CEO Tim Vanderhook said during an Advanced Advertising Summit session here Monday.
“Blockchain is going to play a critical role in advertising,” Vanderhook said, adding that currently one of the big concerns for ad-tech companies is whether publishers are getting paid properly.
“When you think of the blockchain and putting the payment on the blockchain for the publisher, you can now have full transparency up the chain on who got paid what,” Vanderhook continued. “I think for advertisers, who we represent, they want trans to make sure we deliver the dollar to the publisher that was supposed to get there. So I think the blockchain is going to deliver transparency in spades, which is going to be an enormous thing.”
He also saw the currency as a means to return some control to...
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