Possibilities of Block Chain in Indian Market and Notably In Advertising Industry

Mohindru, Vandana; Chitranshi, Utkarsh; Bhatt, Ravindara; Singh, Yashwant

doi:10.1109/ispcc48220.2019.8988349

Cited by 9 publications

(8 citation statements)

References 3 publications

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“…MetaX, the company behind AdChain (neither of which exists anymore), focused on supply chains in market settings in general (Anjum, Sporny, and Sill 2017; Boukis 2019; Chen et al 2018; Liu, Zhang, and Han 2021; Mohindru et al 2019; Pärssinen et al 2018; Stallone, Wetzels, and Klaas 2021; Yun and Strycharz 2022). MadHive prioritizes over-the-top advertising transparency for (connected) television (Chen et al 2018; Liu, Zhang, and Han 2021; Mohindru et al 2019; Pärssinen et al 2018). The NYIAX, launched by NASDAQ, handles exchanges of a premium advertising marketplace using a matching engine (Mohindru et al 2019; Pärssinen et al 2018; Peres et al 2023; Stallone, Wetzels, and Klaas 2021).…”

Section: Methodsmentioning

confidence: 99%

“…MadHive prioritizes over-the-top advertising transparency for (connected) television (Chen et al 2018; Liu, Zhang, and Han 2021; Mohindru et al 2019; Pärssinen et al 2018). The NYIAX, launched by NASDAQ, handles exchanges of a premium advertising marketplace using a matching engine (Mohindru et al 2019; Pärssinen et al 2018; Peres et al 2023; Stallone, Wetzels, and Klaas 2021). Similar to AdChain, AdEx facilitates the trading of advertising space and subsequent verification and proof that it has actually occurred (Liu, Zhang, and Han 2021; Pärssinen et al 2018).…”

Section: Methodsmentioning

confidence: 99%

“…However, they do not explore in detail why these applications are important from a user data security perspective. Blockstack, mentioned by Mohindru et al (2019, p. 88), allows users “to visit [web]sites with their data privacy [assured].” A visit to the website, however, shows that the company changed its name and focus, so it now offers authentication, transaction signing, and data storage guides for BCT developers rather than any specific ABA-related service. Mohindru et al (2019) also mention Snov.io.…”

Section: Methodsmentioning

confidence: 99%

“…Blockstack, mentioned by Mohindru et al (2019, p. 88), allows users “to visit [web]sites with their data privacy [assured].” A visit to the website, however, shows that the company changed its name and focus, so it now offers authentication, transaction signing, and data storage guides for BCT developers rather than any specific ABA-related service. Mohindru et al (2019) also mention Snov.io. However, this company is not an ABA; it pursued advertising to increase the valuation of its initial coin offering in 2017 (ICObench 2021).…”

Section: Methodsmentioning

confidence: 99%

“…Although the biggest search engines worldwide (Google, Bing, Baidu, Yandex, Yahoo, DuckDuckGo, Naver, and Ecosia; Net MarketShare 2021) use distributed architecture, they have centralized control over their search engine ads (UC10), which leads to privacy violations (unwanted storing of users' search history) and monopoly (threatening information distortion) (Rezaee, Saghiri, and Forestiero 2021). Only one paper (Mohindru et al 2019) mentions the application of BCT in search engine advertising with BitClave (ceased in 2020), again without giving any context.…”

Section: Domain Innovationsmentioning

confidence: 99%

See 4 more Smart Citations

Enhancing Digital Advertising with Blockchain Technology

Stallone,

Wetzels,

Mahr

et al. 2023

Journal of Interactive Marketing

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The increasing popularity of blockchain technology (BCT) has spurred interest in its potential to rejuvenate the digital advertising ecosystem. Due to its transparency, decentralization, and immutability, BCT offers the potential for customer-oriented, secure, and open platforms that might improve interactions between consumers and businesses. This article investigates applications of BCT in digital advertising and develops an integrative framework to classify innovations at this intersection. With a systematic literature review and Delphi study, the authors examine ten relevant use cases and compile qualitative and quantitative data on the expected probability of realization, expected impact on the industry, desirability of occurrence, and market establishment duration. The results reveal organizational activity theory–informed areas of innovation and provide useful insights for managers, researchers, and policy makers. Managers should focus on contextual innovations such as rewarding web users for web interactions, rewarding content creators for their contributions, and ensuring user data security as the most relevant potential applications. Boundary innovations require a better understanding before deploying solutions aimed at increasing advertising supply chain transparency, mitigating fraud, and verifying content. For domain-based innovation areas, researchers must rethink their foundations. Finally, the authors propose a detailed research agenda.

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