Blockchain in OTT Video Advertising: IAB Whitepaper


Released on Thursday, a new whitepaper by the Interactive Advertising Bureau (IAB) claims to uncover strong use cases for blockchain technology in digital video advertising. The paper, Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Use Cases, details new initiatives and insights — provided by companies like FreeWheel, Kochava, MetaX and NYIAX — on the advantages and challenges of using blockchain in digial video.

The report focuses on Over‐the‐Top (OTT) advertising, in particular, which refers to content accessed via the internet without the involvement of a television service provider. OTT includes Subscription Video‐on‐Demand (SVOD) services like Netflix, as well as, free ad‐supported services like Hulu, Netflix, YouTube and Amazon Prime Video. The whitepaper outlines ways in which blockchain technology can reduce costs for advertisers and publishers while increasing efficiency and creating a more trustworthy supply chain.

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