Blockchain advertising platform MetaX has completed a beta test with an undisclosed advertiser. CEO Ken Brook said that over 30% of the advertiser's ad expenditure was misused, an issue that could be alleviated through the blockchain. The online ad spend was wasted on bot traffic, unauthorised inventory vendors, and invalid banner videos. In addition to this, there are also concerns about how advertisers will manage their own inventory. Pavel Cherkashin, co-founder and CEO of the Blockchain Programmatic Corporation, added that DSPs and SSPs cannot offer the necessary amount of transparency and data processing as blockchain.
Blockchain advertising platform MetaX has completed a beta test with an undisclosed advertiser. CEO Ken Brook said that over 30% of the advertiser's ad expenditure was misused, an issue that could be alleviated through the blockchain. The online ad spend was wasted on bot traffic, unauthorised inventory vendors, and invalid banner videos. Brook said that the issue of "disparate" data sets and obfuscation on inventory sales and resales causes problems for advertisers. Pavel Cherkashin, co-founder and CEO of the Blockchain Programmatic Corporation, added that DSPs and SSPs cannot offer the necessary amount of transparency and data processing as blockchain.