BlockChain (BC), Technology Notary in Data Driven Marketing (DDM) Contracts

Ermal Haxhiaj () and Bia Çera ()
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Ermal Haxhiaj: University of Tirana
Bia Çera: University of Tirana

Ovidius University Annals, Economic Sciences Series, 2021, vol. XXI, issue 1, 108-118

Abstract: Today, Data Driven Marketing is challenged by the supply of vague data, inconsistencies between them and fraud through advertising in the digital marketing ecosystem. Through three basic concepts like open ledger, distributed ledger, and miners, BlockChain (BC) is a perfectly positioned technology, restoring not only trust and transparency, but ensuring a greater uniformity of transactions within a largely fragmented sector. BC makes DDM more directly and reliable, validating and analyzing each customer's movement in advertising campaigns. In BlockChain the traditional principle that creates the positive correlation between fee and delivery time through the "Third Trust Party" becomes null because transparency is one of the basic properties of this technology, which on the other hand for DDM is the Achilles heel.

Keywords: chain; ledger; nodes; Merkle; Hash (search for similar items in EconPapers)
JEL-codes: A10 A19 C68 L15 L86 M15 M30 M31 M37 (search for similar items in EconPapers)
Date: 2021
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