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Ken Brook is CEO of MetaX, an ad tech firm that recently launched “adchain,” a form of blockchain designed specifically for the digital advertising industry. In addition to providing a more thorough, encrypted record of digital advertising transactions, an added benefit of blockchain is the ability to clearly expose parties engaging in fraudulent practices. Brook spoke with eMarketer’s Lauren Fisher about what blockchain is, and what potential it holds for fighting digital ad fraud.
eMarketer: What is blockchain, and what potential value can it bring to the digital advertising ecosystem?
Ken Brook: A good way to look at blockchain is as a database. It’s almost like a ledger of events that is secured in what’s called a block. And the chain is just a series of blocks that have been appended to this ledger.
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