Ethereum - based blockchain technology provider insight is collaborating with blockchain technology studio ConsenSys to create a transparent marketplace in which brands and publishers can operate and reduce costs . Global advertising spend hit $ 542.55bn in 2016 , with digital advertising making up $ 60bn of the total figure . " failures and inefficiencies in the supply chain cost the industry $ 8.2bn annually " , said Ken Brook , CEO of adChain .
Ethereum-based blockchain technology provider adChain is partnering with blockchain venture studio ConsenSys to create a transparent system in which advertisers and publishers can operate and reduce fraud. Global advertising spend hit $542.55bn in 2016, with digital advertising making up $60bn of the total figure. "Fraud and inefficiencies in the supply chain cost the industry $8.2bn annually", said Ken Brook, CEO of adChain.