"There are a lot of interconnected challenges, and many of them revolve around the lack of transparency in the supply chain: where the ads are served, and where the money goes. Back in 2017, P&G chief brand officer Marc Pritchard famously described the media supply chain as, "murky at best, and fraudulent at worst". Nearly five years on, and despite the best efforts of various parties, the real issues remain: opaque methods, debatable numbers, fraudulent views, falling Cost Per Mile."
"Because they haven't used the right technology. The IVT solution providers are all black boxes. You don't know what's being disqualified or why, and publishers can't actually solve the problems because they are not transparent and are beyond their technical know-how. Then there's the fact that every party on the chain has different agendas and sets of data, and they almost never match. So you need technology that is transparent by design, that allows everyone to share the same data, and in practice that means blockchain."
Widespread transparency failures plague the digital ad supply chain, with uncertainty over where ads are served and where money flows. Invalid traffic (IVT) and fraud bots inflate non-human ad views, contributing to falling Cost Per Mile and delayed publisher payments. Brands struggle to know what they pay for while publishers lose revenue when fraud exceeds viable thresholds. Existing IVT solutions operate as opaque black boxes that prevent publishers from fixing problems and produce inconsistent datasets across parties. A transparent, shared-data technology is needed so all participants can access the same verified information, and blockchain offers such a design, with esports identified as a key proving ground.
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