New blockchain platform helps cut online ad fraud

While digital advertising is increasingly popular, it suffers from a lack of trust due to fraud and, despite predictive technology, has relatively low accuracy. As a result, a high percentage of spend gets wasted. Advertising ecosystem Papyrus, launching today, aims to bring together users, publishers, advertisers and developers of decentralized applications in a new way that permits them to interact in an environment with built-in fraud prevention and which offers an unprecedented level of control. It works using a "trustless" environment powered by blockchain technology. Using blockchain, participants rely on decentralized consensus and universal transparency and incentives for fair and… [Continue Reading]

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