One in four publishers admit they have no way of detecting web traffic that comes from nonhuman sources. The Data & Marketing Association wants to change that by harnessing blockchain technology to combat bot traffic.
The digital advertising industry drove $175 billion in spending in 2016, and marketers want to know the money they spend will bring in a valuable audience. The bad news is that bots regularly drive spam traffic to a huge portion of sites all over the web.
But a new collaboration among the Data & Marketing Association (DMA) and two technology companies—advertising tech startup MetaX and software developer ConsenSys—will help the industry identify and combat ad fraud by using blockchain software, the technology that underpins bitcoin, which enables secure transactions online and can increase transparency and trust.
The product of the partnership, adChain, is an open protocol on the public Ethereum blockchain that aims to connect the digital advertising industry’s disjointed supply chain, according to a DMA white paper.The technology targets bot traffic and ad fraud to deliver transparency, security, and verified impression tracking, a press release notes.