Lucidity, IAB blockchain advertising pilot reveals 48% of clicks wasteful

Yesterday, the results of one of the digital advertising industry’s first blockchain pilots were published by Lucidity which found that only 52% of clicks could be confirmed. The startup, in conjunction with the Interactive Advertising Bureau (IAB) Tech Lab’s blockchain pilot program, spent the second half of 2018 authenticating a number of ad campaigns from a dozen advertisers. The aim was to test blockchain’s capacity to validate advertising events such as impressions and click-throughs and see to what extent the technology could shed light on an ecosystem obscured by too many intermediaries.

The protocol, pilot and results

Lucidity developed its protocol around a ‘layer 2’ infrastructure or sidechain. ‘Layer 2’ usually refers to data that is stored on a second layer instead of on the top level blockchain. Essentially, what this means is that the protocol can process large amounts of data quickly; something which the top level public blockchain would be unable to do.

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