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Alongside AI, Blockchain is dominating a lot of the conversation when it comes to advertising technology. Half of that is due to the related success of Bitcoin, and half because it has the potential to solve some of digital advertising's problems.

The reality right now though, is that it is a complex solution which would address some less than complex problems. Specifically in the world of programmatic display we have issues of fraud, viewability and transparency. All of which Blockchain could help solve, but none of which feel like they require a solution as complex as Blockchain.

The bigger challenge in solving these problems is the number of people involved in getting a single solution, and the amount of money at stake, with some people set to be worse off as a result.

Decentralized solutions have worked for Bitcoin and crypt currencies as they were there from the start. Trying to introduce them to an established ecosystem with fierce competition is a different matter.