Why Does Amazon Want to Hire Blockchain Experts for Its Ads Division?

Earlier this month, Amazon announced plans to hire blockchain experts for its advertising division.

How can the use of blockchain technology possibly resolve the pain points in the advertising industry?

Blockchain technology is ideally suited to address issues of transparency, trust, verification, efficiency and complexity, all of which currently plague the digital advertising industry.

An ideal system provides the opportunity to tokenize the framework to treat digital advertising as a true asset class, standardizing the valuation of ads.

Citing user protection, censoring advertisers with the intention of protecting against scammers following the initial coin offering craze, these companies could greatly benefit from integrating blockchain solutions to safeguard their advertising spend.

While it appears Amazon recognizes the value of blockchain at the foundation level of its advertising model - for billing and reconciliation - it is only a matter of time before it is enlightened of the numerous other ways it can be used to increase efficiency and protect ad spend through tokenization.

The digital advertising ecosystem is ripe for a revolution, and blockchain holds the most promising keys.

Amazon needs to do something to differentiate itself from Facebook and Google, which currently dwarf its advertising platform.

Amazon is trying to make its mark in the digital advertising ecosystem, and to get there, it needs to innovate and outpace the major platforms of today - i.e., Facebook and Google.

Matt's professional experience in the digital advertising space makes him uniquely qualified to understand the application of blockchain to this particular industry.