An emerging computer science with many applications in programmatic advertising. Simply put, a blockchain is a string (chain) of individual transactional records (blocks). Prior to a new block (transactional event) being added to any given chain, it must be verified by multiple parties who have agreed to verify transactions via a ‘common ledger.’ Blockchain promises to change the way digital advertising is transacted, solving for attribution, brand safety, and fraud. Only when verifiers agree on the details of a transaction can a new block be added. Conflicting transactions and fraud both become highly unlikely because blockchain is decentralized, permission-based, and protected with cryptography. Its biggest challenges to adoption to-date are both transactional speed and the need for shared responsibility and trust within the ecosystem to verify ledgers – a majority of which will not be tied to any one verifier's own revenue.
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