Digital advertising is on track to account for 44% of global ad spend this year. But the sector is fraught with data discrepancies and inefficiencies. This opened the door for bad actors to emerge with the intention of taking a more significant share of the revenue pie than they deserved. Lucidity is addressing these issues by rolling out a blockchain solution to provide an immutable data source for campaign tracking.
The original promise of digital advertising was precise measurement with detailed data. The problem is there are so many players involved in an ad campaign, each with their own technologies, that the advertiser ends up with a lack of transparency. The ecosystem includes ad servers, exchanges, and ad networks. Additionally, to make sense if it all there are data management platforms (DMP) and demand-side platforms (DSP) intended to provide the buyer with a single user interface covering all exchanges.
In their recent announcement, Sam Kim, Lucidity’s CEO and Co-founder, stated, “Our vision is to bring total, indisputable transparency to the digital advertising supply chain. We are inviting partners to join us so the honest players in our industry can get the benefits they deserve.”
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