Is Blockchain Ready to Revolutionize Online Advertising?

M. Parssinen, M. Kotila, R. Cuevas, A. Phansalkar, J. Manner

Research output: Contribution to journalArticleScientificpeer-review

45 Citations (Scopus)
368 Downloads (Pure)


The 200-billion-dollar per annum online advertising ecosystem has become infested with thousands of intermediaries exploiting user data and advertising budgets. All key stakeholders in the value-chain are infected: advertisers with fraud, publishers with their diminishing share of advertising budgets, and users with their right to privacy. Blockchain presents a possible solution to addressing the critical issues in the online advertising supply chain. The question remains whether blockchain scalability, energy-efficiency, and token volatility issues can be solved in the coming years to the extent that online advertising could widely leverage trustlessness and the benefits gained from blockchain technology. This paper aims to review the current progress and to open a discussion to address the issues. We present new requirements for blockchain-based online advertising solutions. We have also analyzed the available solutions against the requirements and recommend directions for future research and solution development. Evidence from our research points out that blockchain is not yet ready to be widely implemented in online advertising. More research is needed, and new proof-of-concepts need to be developed before blockchain technology can be considered a trusted alternative for the current online advertising marketplace based on Open Real-Time Bidding (Open RTB).

Original languageEnglish
Pages (from-to)54884 - 54899
Number of pages17
JournalIEEE Access
Publication statusPublished - 2018
MoE publication typeA1 Journal article-refereed


  • ad fraud
  • adtech
  • Blockchain
  • energy efficiency
  • online advertising
  • transparency


Dive into the research topics of 'Is Blockchain Ready to Revolutionize Online Advertising?'. Together they form a unique fingerprint.

Cite this