Enterprise Blockchain Use Cases - Media and Advertising Industry

Blockchain Dashboard - Media and Advertising

Comprehensive coverage of blockchain action taking place in the media and advertising industry. Blockchain Projects, use cases, consortia, enterprises involved, executive decision makers, and benefits of blockchain adoption.

Blockchain Use Cases

Enterprises from the media and advertising industry along with their clients are demonstrating strong confidence in the blockchain technology. Currently, these enterprises are testing this technology for more than 10 different use cases, some of which include, digital ad trading, advertising intelligence platform, ad-space auction, preventing copyright infringement, royalty payments, and programmatic advertising, among others.

There are more than 30 enterprise blockchain projects underway across the globe. The adoption is well-spread among different categories – publishers, digital advertisers, ad technology companies, advertising exchanges, media buyers, and out-of-home advertisers, among others.

Blockchain Projects

Countries where Blockchain Projects are Underway

The adoption of this technology within the media and advertising industry largely concentrated in the US and Europe. More than 63% of the projects are underway in North America, with the US alone accounting for 18 projects.

These projects are being executed by a mix of large system integrators, specialist blockchain vendors, consulting companies and in-house research teams. There is no clear template for engaging blockchain vendors yet, and different enterprises are using different combinations of Blockchain-as-a-Service (BaaS) providers, customized application developers, distributed application platforms (dApps), and in-house IT teams.

Blockchain Technology and Consulting Vendors

Enterprises Involved in Blockchain Projects

More than 60 enterprises are testing this new technology. Some of the key industry stakeholders involved in these projects include media buyers, ad-exchanges, publishers, out-of-home media companies, and digital marketing companies, among others.

These enterprise blockchain projects are helmed by senior executives that include a combination of business and technology decision-makers from enterprises as well as technology and consulting solution providers. Some of these executives include CEOs, Head of Marketing Technology, EVPs, Chief Product Officers, CTOs, COOs, and Managing Directors, among others.

Senior Decision Makers

Blockchain Consortia

The urgency for blockchain adoption, within the media and advertising industries, can also be underlined by the fact that four industry consortia have already been formed by industry participants. The formation of consortia will lead to faster and wider implementation of the use cases.

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