Blockchain enables transactions between two parties without the need for third-party verification. Most of the uses for blockchain have been around finance and crypto-currencies, but the underlying technology could be massive for marketing.

One of the many exciting things about blockchain is that it allows the value of data back to consumers. Until now, many companies have benefited from being able to pull data from their customers. Companies want their customers' phone number, address, email addresses, etc. It means that companies are making money by taking, and even selling the personal information they gathered from anyone in their wake.

Blockchain removes companies' abilities to take data from customers without also offering to reimburse them for their value. For example, if users interact with online advertising, they can receive cryptocurrency. It is an entirely new way of viewing advertising, by trading the value of online attention, rather than merely the trading of space for potential ad sales.

Another positive thing about blockchain technology is authentication and transparency. Customers can verify whether or not the item is organic or authentic. Companies can ascertain exactly where an item was manufactured or grown. What kinds of soil the things were grown in, or how much workers get paid to work there. This is very useful in an era where consumers care more and more about not only the quality of what they are buying but also of the integrity of the company and processes creating them.

Blockchain creates a trusted and verified chain from the ad dollar to the end-user. Blockchain is changing digital marketing in a disruptive way. The real impact of blockchain in digital marketing is not jus tin the new use cases being developed. It's in how those use cases will impact the entire system that has popped up as a way to manage the digital marketplace. In a time when digital marketing seems to be changing and growing by the moment, blockchain is changing digital marketing in disruptive, perhaps even irreversible ways.

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