As blockchain-oriented startups proliferate in the digital marketing and media space, the next step is for marketers to gain a deeper understanding of the most worthwhile applications for the technology. Christiana Cacciapuoti, executive director at consortium AdLedger, spoke with eMarketer's Nicole Perrin about the organization's latest proofs of concept and educational efforts, and the upcoming blockchain applications that could change media campaigns. She was interviewed as part of eMarketer’s May report, "Blockchain's Promise: How Blockchain Could Increase Transparency, Reduce Friction and Solve Audience Identity Challenges."
