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Informative Article | Science and Technology | India | Volume 10 Issue 9, September 2021 | Popularity: 4.8 / 10

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Blockchain Technology in Digital Marketing: Exploring Secure and Transparent Ad Campaigns

Tarun Gupta, Supriya Bansal

Abstract: Our motivation behind this research is to try and find a way that improves the security and transparency of digital advertising campaigns through the use of blockchain technologies. We try to present viable blockchain solutions to major difficulties such as ad fraud, data security, and campaign transparency faced by the digital marketing industry. Using our comprehensive literature review and analysis of previous studies we show that blockchain's decentralized and transparent nature may give a tamper-proof record of ad campaigns. In order to rectify any issues with the maintenance of data integrity and building trust between marketers and consumers. Since blockchain permits direct transactions between advertisers and publishers we can reduce the need for intermediaries and streamline the advertising process. However, considering the scalability and regulatory constraints we also consider the shortcomings of this approach also before widespread usage occurs. The latter part of this paper finishes with recommendations for further research and development.

Keywords: Blockchain, Digital Marketing, Advertising, Security, Transparency, Ad Fraud, Data Privacy, Decentralization, Intermediaries, Trust

Edition: Volume 10 Issue 9, September 2021

Pages: 1737 - 1744

DOI: https://www.doi.org/10.21275/SR24213023744

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