Yesterday, blockchain advertising consortium AdLedger and blockchain video ad firm MadHive published the ‘State of AdTech Study’. The report discussed the use of technology in the industry and found that only 6% of respondents were satisfied with the current state of digital advertising.
The research was conducted by the Industry Index, which surveyed 100 brands, agencies, and digital publishers. Digital advertising, though revolutionary in a sense, lacks efficiency.
For example, internet ads are based on pay per click, but the actual conversion rate may vary as some of them may be bots. The biggest issue is the lack of trust, as there are very few tools available to audit an advertising campaign. AdLedger found that 92% of the respondents believe there is a need for industry-wide standardization.
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