Today, we're speaking with Alex Marthews, an expert in blockchain technology and privacy. In this interview, we dive into the intersection of blockchain, privacy, and data ownership, unraveling the challenges and implications that arise from the use of blockchain in marketing and beyond. 

Topics include:

1. Trust, Disintermediation, and Incentives:
   • Blockchain's potential to revolutionize industries and remove intermediaries sparks excitement, but the 'last mile' problem creates limits.
2. Privacy Implications in Marketing:
   • Delving into the world of marketing, we uncover concerns about data privacy and the potential for intrusive profiling.
   • The immutability of blockchain exacerbates these issues, as personal information becomes permanently exposed, making individuals wary of expressing their preferences.
3. Blockchain as a Tool in Context:
   • Evaluating the practicality of implementing blockchain, we discuss specific contexts where blockchain can be a valuable tool.
   • We delve into the considerations that firms must address, including privacy laws, long-term consequences, and the expense of handling privacy and persistence issues.