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Founder and CEO, Vuulr
Blockchain is best known as the technology underpinning cryptocurrencies like Bitcoin. But it also has wide-ranging applications that have yet to be fully explored, including the potential to disrupt the way digital advertising currently works. eMarketer’s David Green spoke with Ian McKee, founder and CEO of Singapore-based Vuulr, which aims to disrupt the broadcast content economy using blockchain technology, about how blockchain could remake digital advertising practices.
eMarketer: What are the problems that blockchain solves?
Ian McKee: The first is the trust question. With a single view of the distributed ledger that blockchain provides, you no longer need individual parties involved in a transaction to keep their own separate records. The blockchain mechanism provides them with the visibility, audit trail, trust and immutability they need.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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