“Most interest in blockchain applications for digital advertising centers around bringing transparency to the programmatic ecosystem, which has been blasted in recent years as a murky black box plagued by fraud and shady players,” said Nicole Perrin, senior analyst at eMarketer.
The amount of money committed to digital video ads during the U.S. TV Upfronts and Digital NewFronts season will reach $3.64 billion in 2018, according to new estimates from eMarketer.
Of more than 2,500 people surveyed, 83% thought regulation was needed – and 62% believed it was on the way within the next few years. Older respondents were most in favour of Wall Street-style controls on Silicon Valley, with 62% for, in comparison with 47% of Gen X, and 44% of millennials.
eMarketer estimates that 82.5 percent of U.S. digital display advertising spending will be transacted programmatically this year. Of all that programmatic spending, only a little more than half actually ends up paying for media.
According to Nielsen data, the share of time spent with ad-supported content on platforms (such as TV, radio, smartphones, video games and tablets) for adults in 2017 was 86% — a number that’s remained relatively flat over the past decade.