Brands choose to interrupt and buy attention vs. create content that’s good enough to earn attention. Brands have used middlemen in the process of connecting the brand and its content—say a banner ad—to the consumer. The industry has become bloated with more and more middlemen that take a large slice in between and perform some function.

The advertising industry looks at the blockchain’s ability to create an immutable audit trail and says, “This is what we need now so we can have more transparency in the industry and understand where our money goes and what happens between us and the user.” Organizations like Mad Network are exploring this area.

One version of the future is that the advertising industry will try to use the blockchain to remove fraud and end up with a solution to a problem that no longer exists—the traditional advertising architecture will simply become irrelevant, because it will all be blocked by a browser like Brave in the end.

Sourced through Scoop.it from: www.emarketer.com