At the moment, an important debate about fraud and viewability is playing out in an ad tech ecosystem — an ecosystem that’s increasingly being called a duopoly. But these topics won’t be left for Google and Facebook to solve. Very soon, blockchain technology will disrupt the duopoly and, more importantly, usher in a new marketplace that is more transparent and accountable, and therefore less prone to fraud.

What is blockchain?
Best known as the technology that powers cryptocurrencies like bitcoin, blockchain allows strangers to transact with trust by creating an immutable ledger for record-keeping and distribution functions. Already, blockchain is disrupting finance, corporate governance and healthcare. As that disruption spreads, the blockchain “trust machine” will give the buy- and sell-side counterparties greater power by granting them the ability to audit the transaction chain.

Read the full AdAge article here.