Fostering Transparency and Trust in Digital Advertising Through a Unified Blockchain Framework

Abstract

The digital advertising sector is plagued by fraud, opacity, and inefficiency, eroding stakeholder trust and economic outcomes. Despite advances in digital marketing technologies, significant gaps remain in combating fraudulent activities and ensuring transparency. Addressing these challenges, this article proposes the AdChain framework, leveraging blockchain technology to revolutionise digital advertising by fostering transparency, reducing fraud, and enhancing operational efficiency. AdChain reconfigures the advertising landscape through a blockchain-based solution that ensures the authenticity and verifiability of ad engagements. By utilising blockchain’s intrinsic attributes, such as decentralisation, immutability, and transparency, AdChain aims to streamline digital advertising practices and restore trust among stakeholders. Using a qualitative approach, the study delineates the AdChain framework’s architecture, emphasising its decentralised nature, immutable records, and transparent processes. These features are designed to mitigate the prevalent issues in digital advertising, providing a more secure and efficient environment for all participants. Our findings indicate that AdChain effectively addresses advertising fraud and enhances the consumer experience by prioritising privacy and data control. This results in substantial economic benefits, optimising advertisers’ return on investment (ROI) and increasing publishers’ revenues. However, realising AdChain’s full potential requires overcoming several obstacles, including technical challenges related to scalability and system integration. Additionally, barriers to widespread adoption, such as regulatory uncertainties and the necessity for industry collaboration and standardisation, must be addressed. Despite these challenges, AdChain presents a promising avenue for transforming digital advertising, offering a robust solution to longstanding issues and paving the way for a more transparent and efficient advertising ecosystem.