New blockchain guide by IAB Tech Lab anticipates shared ledger specs in 2020

30-second summary:

  • IAB Tech Lab launches new guide, intended to help organizations assess blockchain for various kinds of ad-related shared ledger solutions, such as measurement, reconciliation, transparency, contract consensus and ad delivery validation.
  • It explains the concepts behind several kinds of blockchain-enhanced ad processes, including authentication of ad delivery, measurement of ad responses, order reconciliation in a private ad marketplace and other potential use cases.
  • The widespread use of blockchain-based shared ledgers could have a profound impact on the industry, which is why so many solutions are now being offered and tested.
  • Users of blockchain-based ad solutions are pioneers with few road maps, since the best practices for evaluating solutions are still being developed.

Step by step, the Interactive Advertising Bureau (IAB) and the IAB Tech Lab have been introducing the ad community to the possibilities of blockchain.

In February of 2018, the IAB released a white paper on the potential and use cases for blockchain in video advertising.

In July of the same year, the IAB Tech Lab unveiled a Blockchain Technology Primer with the basic concepts and terms, as well as a pilot program to evaluate projects that employ the protocol for ad tech.

Additionally, a user-contributed wiki was created to offer definitions and various resources. Now, the Lab has issued a guide to evaluating blockchain solutions for advertising.

The guide is intended to help organizations assess blockchain for various kinds of ad-related shared ledger solutions, such as measurement, reconciliation, transparency, contract consensus and ad delivery validation.

Potentially, a profound impact

Blockchain, the report notes, is “a chain of transaction data in blocks of information across several…

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