As blockchain-oriented startups proliferate in the digital marketing and media space, the next step is for marketers to gain a deeper understanding of the most worthwhile applications for the technology. Christiana Cacciapuoti, executive director at consortium AdLedger, spoke with eMarketer's Nicole Perrin about the organization's latest proofs of concept and educational efforts, and the upcoming blockchain applications that could change media campaigns. She was interviewed as part of eMarketer’s May report, "Blockchain's Promise: How Blockchain Could Increase Transparency, Reduce Friction and Solve Audience Identity Challenges."
Editor's Note: Cacciapuoti is also the vice president of partnerships and platform operations at distributed ad tech ecosystem Mad Network, which was created by data management platform (DMP) MadHive.
How is AdLedger exploring how to bring blockchain to digital media?
Our members voted on two proof-of-concept projects that we think are not only two of their biggest challenges, but two of the challenges that are a natural fit for blockchain—GDPR [General Data Protection Regulation] compliance, and campaign reconciliation and auditing.
Can you describe the proof of concept for GDPR compliance?