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Paul Roberts is the Founder and CEO of Kubient, overseeing the overall strategy and growth within the digital programmatic video industry.

 

Investors love disruption because it often means high valuation in a young startup. The chance to get in on the ground floor of a disruptive company is intriguing because a relatively small input of venture capital can yield extraordinary returns if the business model takes a truly unique approach to doing business. 2018 is turning out to be the year of the blockchain with a predicted $2.1 billion being spent on the potential solutions powered by the technology.

What Is Blockchain?

A blockchain is an immutable, distributed ledger that tracks information, similar to a spreadsheet. The key difference is that every participant in a blockchain has a copy of the spreadsheet, not just one third-party intermediary. So instead of relying on a bank to verify a money transfer, a process which often takes several days, a blockchain ledger can verify with near certainty much faster and often cheaper.

It is nearly impossible to corrupt a blockchain because all participants have an instantly updated copy of the ledger. Although the rise of quantum computers poses a threat to the security of the blockchain, if a person tries to falsify data, the blockchain will notice the discrepancy, compare that to all other existing ledgers and nullify the invalid input automatically.

Blockchain And Ad Fraud

As blockchain applications are explored, there has been a lot of excitement about the potential of fighting ad fraud. With over $7 billion wasted per year in digital advertising, the industry is ripe for a solution. The ad-fraud problem comes from non-human bot traffic. When a bot scans an advertisement, the company that placed the ad pays for that view even though it wasn’t a real person. In effect, they’re paying money for an ad without anyone on the other side viewing it -> READ MORE