The American computer corporation IBM and the publishing company Salon Media are planning to change the advertising industry with the help of a blockchain technology, launching a joint project. New technologies will help to transparently build relationships between advertisers, publishers, agencies and advertising end-users. The fixed contractual terms and details of the work will be stored in the controlled system. A new level of transparency with the help of blockchain technology will help the advertising industry cope with high-tech fraud, for example, using bots or replacing domains. The unchanging and availability of data, the developers are sure, will allow auditing, reconciliation and detection of fraud.
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