Impact of Blockchain Technology on Transparency and Trust in Programmatic Advertising Supply Chain

Introduction

The advent of programmatic advertising has transformed the ad space buying and selling process, replacing manual interactions with automated systems. This shift has brought significant benefits to organizations, including cost and time savings, as well as a reduction in human error. However, the programmatic advertising industry continues to grapple with privacy and security challenges. Advertisers face the risk of fraudulent activities depleting their budgets, while publishers struggle with injected advertisements that generate no revenue and tarnish their reputation. Furthermore, consumers are increasingly concerned about security threats, such as malvertising, which exposes them to malware. Advertising fraud, commonly known as ad spam or ad fraud remains a prevalent issue in online advertising.

Nowadays, viewers may consume nearly any material produced and provided by the media at any time or place. The rapidly expanding use of mobile phones and the Internet has led to a rise in the adoption rate of virtual media (Truong, McColl, & Kitchen, 2010). Marketing executives now have more opportunities to leverage mobile phone-based interactions to establish consumer connections, advertise, and receive quick reactions from consumers (Andrews, Goehring, Hui, Pancras, & Thornswood e, 2016). For example, the advertising messages are delivered straight to customers' phones using mobile devices, negating the need for traditional delivery methods and enabling real-time consumer response.AI can assist in accurately targeting customers through programmatic advertising and the tailored content those results. According to the report, the majority of digital advertising operations are already being dominated by programmatic advertising. Advertisers benefit from this as they can target specific consumers (Klee, 2021).Programmatic advertising is now improving at a rate that cannot be understated. One of programmatic development's main goals is to employ technology to increase utility; in the era of full insight, this kind of advertising is worth expecting (Yan & Cao, 2021).

As today, advertising and marketing spending has involved in greater of applicable and reliable, automation technique of digital ads selling at the side of its powerful campaigning implementation has an essential function in helping to the web advertising this increase called “programmatic advertising.” The programmatic advertising as converted the traditional technique of execution of ads, which might be worried in the advert inventory area, has normally used by the organization’s publicity. Digital automation advertising has been a very critical tool, which creates green and powerful than manual systems. The sooner pattern of advertising and marketing observation process as seen progressively decline inside the marketing promotion technique and additionally has added less margin with extra fee for the ad companies within the field of commercial, which has forced the groups to undertake the innovative generation and structures for the competitive global. (Kiran & Arumugam, 2020).

Programmatic advertising has led to several advances. Among them are low-cost data storage, customization, marketing science, and quick data communication. The marketing industry now has more prospects because to these improvements. Using programmatic advertising strategies, all inventories may be optimized. The use of data-driven strategies boosts customer confidence in programmatic advertising strategies (cerezo, 2014).Innovations in technology has typically made firms and industries more competitive. The extent to which the benefits of technical breakthroughs are realized will depend on how often these technologies are employed (Mitropoulos & Tatum, 2000).

The programmatic advertising ecosystem is currently dealing with a number of significant issues, including the spread of fake news, data protection concerns, transparency and brand safety issues, advertising fraud, discriminatory practices, and the regulation of political advertising on platforms not covered by electoral law. These challenges impact publishers' revenue and the effectiveness of their advertising, and they could also have an impact on society as a whole (series, 2019).The programmatic advertising environment might be greatly enhanced by implementing smart contracts and tokenized assets (Spagnoletti & Terruli, 2021).