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Blockchain technology is poised to change marketing. Its chief advantage is that it removes the middleman in a wide range of industries and provides visibility in peer-to-peer transactions.

In advertising, advertisers typically see more than half of their ad dollar go to intermediaries and there's no visibility to how the ad is placed and how it performs. Also, there's no way of tracking fraudulent clicks. Since blockchain is essentially a distributed ledger recording peer-to-peer transactions, it offers more visibility into the ad-buying process.

By eliminating the middlemen and allowing transactions between advertisers and publishers directly, blockchain technology can change how advertising is purchased, delivered and measured. Already several startups are using blockchain technology to build distributed ad marketplaces that put advertisers directly in touch with the publishers they want to work with and avoid low-quality publishers who engage in click fraud.