Online Advertisers Embrace Blockchain to Fight Fraud

IBM Corp., Toyota Corp., and a growing number of startups are using blockchains to try to crack down on online advertising fraud.

The complexity of online advertising and the struggle to track ad spending has allowed fraudsters to avoid being caught, attorneys told Bloomberg Law. But blockchain technology can uncover ad performance discrepancies and let advertisers and publishers know how many clicks an ad is really getting, the attorneys said.

“Blockchain dramatically reduces the incidence of fraud,” Matthew Savare, a digital advertising attorney at Lowenstein Sandler LLP and a member of the Interactive Advertising Bureau’s blockchain working group, said.

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