When this article was first written, blockchain and cryptocurrency were surrounded by high expectations. The text suggested, among other things, that the technology could remove intermediaries and solve ad fraud. Those conclusions were too categorical.
The useful questions are what task the technology should solve, who needs to trust whom and whether a simpler solution does the same job. This is an assessment of marketing systems, not advice on investing in cryptocurrency.
Distinguish the register from reality
A blockchain can act as a shared register governed by specific rules. That does not make the information entered automatically correct. A recorded ad click does not become a human click simply because it is stored on a blockchain.
Ethereum’s documentation on oracles explains the connection between smart contracts and data outside the blockchain. The source and mechanism supplying information still need assessment. Technology does not remove the need to check data quality.
Investigate the need for a shared register
Ask which parties will write and read information, who resolves conflicts and why a conventional database with access controls would not suffice. Also clarify cost, operation, troubleshooting and how to change solutions later.
In many marketing processes, the main problem is simpler: unclear definitions, incorrect measurement, missing responsibility or systems that do not share necessary information. Investigate these before choosing new technology.
Plan for privacy and correction
Customer and user information needs a purpose, access controls and management throughout its lifecycle. A register that is hard to amend or delete from requires particular care about what is stored there.
The Norwegian Data Protection Authority’s privacy principles apply regardless of the product name. Do not place personal information in a new technical architecture without considering rectification, erasure and security needs.
What should a marketer prioritise first?
Check that advertising measures the right action, enquiries can be followed up and reporting distinguishes observed data from assumptions. Assign responsibility for data quality and discrepancies.
If a provider proposes blockchain, ask for a practical demonstration of the problem and solution. Compare it with a simpler alternative, including total cost and maintenance. The use must be justified, not the technology’s popularity.
See the guide to digital priorities for a broader assessment of where your effort can add value.
