David Blecken
May 16, 2019

How blockchain is helping Asian advertisers (or not)

Brands’ recent experiments suggest the public-ledger technology can be a real asset for marketers, but some remain unconvinced.

A self-described

After a prolonged period of hype, blockchain technology is finally being put to work in advertising. Recent examples from Asia give an indication of the benefits it can bring. But observers argue that blockchain might not always be the solution advertisers need, nor is it always fully understood by buyersor sellers.

In this year’s first quarter, Unilever Japan applied blockchain technology to its advertising for the first time. “Unilever’s initial exploration in this...

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