IAB Tech Lab Establishes Blockchain Working Group

Blockchain technology is coming to digital advertising in a big way. The IAB Tech Lab has recently announced a new working group focused on exploring ways to leverage blockchain to improve efficiency and value realization in digital advertising.

This was covered by ad tech press yesterday:

• IAB Tech Lab sets up Blockchain Working Group for advertising
• Got Blockchain Game? IAB Tech Lab Seeks Brainiacs For New Working Group
• IAB Tech Lab Launches Blockchain Working Group

Companies seem to be focusing on trust and transparency as RTB-speed blockchain transactions are not yet figured out.