Blockchain-Based Data Security and Enhanced Transparency in the Digital Signage Industry

The following research aims at showing how the unprotected digitalisation of the data in the advertising sector can have a negative impact on its business side. According to a new research, privacy is one of the central problems for the digital data-driven advertising, as it creates negative perceptions (Sutanto et al. in MIS Q 37:1141-1164, 2013). Therefore when working with data structures, it has to be carefully considered how this information and value produced out of it is stored and managed. The digital advertising industry is not different from its privacy concerns. Its complex environment makes the entire process expensive and ineffective. Issues like lack of transparency, accountability or even fraud can lead to massive financial problems for the business. However, with its capacity to provide secure and immutable data verification and confirmation, blockchain technology has the potential to address those problems and advance the future of the advertising sector.