'Blockchain' Most Overrated, 'Transparency' Most Important Words Of The Year

Blockchain consumed a disproportionate share of industry conversations in 2018, which may be one of the reasons it was also named the most overrated word of the year by ad execs surveyed by Advertiser Perceptions for MediaPost’s Research Intelligencer.

Full details of the findings, including predictions of 2019’s words …

2 comments about "'Blockchain' Most Overrated, 'Transparency' Most Important Words Of The Year".
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  1. Henry Blaufox from Dragon360, February 14, 2019 at 11:23 a.m.

    Perhaps "blockchain" took up such a large share of mind across the industry because people in a number of roles explored the potential. Then we found in tages that there are drawbacks outweighing usesfulness, at least so far. It was a complicated discovery process.

  2. LuRae Lumpkin from LLNYC Agency Worldwide, February 15, 2019 at 12:20 p.m.

    Blockchain is commonly misunderstood as being related to 'crypto or digital currency'. The value of blockchain when integrated with AI and machine learning to identify fraud, measure ad engagement, and confirm accuracy of media buying; is a game changer. Blockchain4Media is one of those use cases that is a game changer in media buying, putting greater transparency in the value chain from advertiser to publisher.

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