Digital advertising’s challenges
Online advertising has three big problems. Firstly intermediaries take up to 60% of the ad spend, often referred to as the ad tech tax. Secondly, there’s a significant amount of bot activity and fraud. And finally, given the large volumes and separate logs, reconciliations between publisher and advertiser figures are painful. Lucidity addresses the second and third pain points. It provides advertising supply chain transparency which should reduce fraud and minimize reconciliation discrepancies. Essentially it’s a logging mechanism for digital advertising on a shared ledger. But AdAge asked the natural question: will Lucidity become another ad tech tax?Article continues …
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