It seems like every other day a new startup is claiming it can cure the woes of digital advertising with blockchain — while doubters point to the technology’s limitations.
To help sort the wheat from the chaff so some real baking can occur, the Interactive Advertising Bureau (IAB) Tech Lab announced this week that its Blockchain Working Group is launching a pilot program.
The program will look at blockchain-based, advertising-targeted projects from the Working Group’s 100+ member organizations. It will then write a white paper that attempts to point out the actual value — and possibly throw shade on the hype — of blockchain’s potential for this industry.
So far, projects have been identified from Kochava Labs, FusionSeven, MetaX and Lucidity. Each includes a variety of ad tech participants, including advertisers, agencies, DSPs, publishers and exchanges.
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