There has been a lot of buzz around distributed ledger technologies, like blockchain, and how they could revolutionize the way people market their businesses.  

Today we’re speaking with professor Mingyu (Max) Joo about how distributed ledger technology could help improve brand safety, consumer privacy and transparency in digital advertising. 

Topics include:

• The current digital advertising ecosystem and where the disconnects between advertisers, digital publishers and consumers currently exist.
• The four properties associated with distributed ledger technology that underly their promise, but also make their adoption challenging.
• Four recommendations for how distributed ledger technology can address these issues and improve the digital advertising ecosystem.