By 2021, the United States alone is projected to spend close to $120 billion on digital marketing. With over 50 percent of ad traffic being generated by bots, marketers have no guarantee that those ads will result in conversions. Blockchain and smart contract technology is aiming to change that.
Ethereum's blockchain technology allows for the secure storage and distribution of transaction information, and restricts it from being copied or manipulated. Effectively, this blockchain will remove the need for middlemen when it comes to buying and selling things, including digital marketing.
Google and Facebook currently control the digital marketing sector, but Ethereum's blockchain is already being employed by the search engine BitClave. BitClave allows users to decide how much data they release to advertisers, and compensates them for that data, ultimately removing services like Google AdWords from the equation. Although a new technology, it seems imminent that blockchain will continue to change the landscape for online advertising by connecting the business directly to the consumer.