{"id":21883,"date":"2022-04-26T10:45:11","date_gmt":"2022-04-26T05:15:11","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=21883"},"modified":"2025-03-12T17:54:32","modified_gmt":"2025-03-12T12:24:32","slug":"blockchain-for-ad-publishers","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/","title":{"rendered":"How Publishers Can Use Blockchain in Their Operations","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>A new report from the International News Media Association (INMA) says that while blockchain technology has the potential to disrupt the news media industry, it\u2019s not clear what that means. \u2018Exploring Blockchain\u2019s Potential to Transform Media\u2019 looks at how blockchain can benefit publishing and how publishers can get started with this \u201cpotentially industry-changing technology.\u201d<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#What_is_Blockchain\" >What is Blockchain?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#Blockchain_in_Publishing\" >Blockchain in Publishing<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#Direct_Monetisation\" >Direct Monetisation<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#Smart_Contracts\" >Smart Contracts<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#Rights_Management\" >Rights Management<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#NFTs\" >NFTs<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#Audience_engagement\" >Audience engagement<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/#FAQ_Related_to_Blockchain_For_Ad_Publishers\" >FAQ Related to Blockchain For Ad Publishers<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-blockchain\"><span class=\"ez-toc-section\" id=\"What_is_Blockchain\"><\/span>What is Blockchain?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Blockchain can be thought of as a digital ledger that is duplicated and distributed across a network of computers. Each block in the chain records a number of transactions, and every time a new transaction is added to the blockchain, a record of that transaction is added to every participating version of the ledger.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Most databases have an administrator who can change entries, but with Blockchain, no single person is in charge. It is a distributed system for recording information in a way that makes it difficult or impossible to change, hack, or cheat the system.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Blockchain In Web Publishing\" width=\"770\" height=\"433\" src=\"https:\/\/www.youtube.com\/embed\/2aKtt79dyLs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 id=\"h-blockchain-in-publishing\"><span class=\"ez-toc-section\" id=\"Blockchain_in_Publishing\"><\/span>Blockchain in Publishing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A lack of clarity around how blockchain technology can be deployed in publishing has stopped most publishers from experimenting with it. The majority of the publishers in a recent survey said that blockchain has the potential to transform news media but less than 10% have incorporated it into their strategy.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Blockchain was developed as the infrastructure to support cryptocurrencies like Bitcoin, but it is now being used in many other applications, from music royalties to voter registration. In publishing, it has been touted as a way to bring transparency and security to payments, content distribution and copyright.<\/p>\n\n\n\n<h3 id=\"h-direct-monetisation\"><span class=\"ez-toc-section\" id=\"Direct_Monetisation\"><\/span>Direct Monetisation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Payment to content creators and publishers is often controlled by third-party service providers. It is possible, using blockchain technology, to remove these intermediaries and allow authors, for example, to be able to monitor their content distribution and receive micropayments directly from readers through smart wallets.<\/p>\n\n\n\n<h3 id=\"h-smart-contracts\"><span class=\"ez-toc-section\" id=\"Smart_Contracts\"><\/span>Smart Contracts<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Using blockchain technology to create contractual agreements can significantly reduce the time and cost of creating contracts. From advertising to subscriptions, deals and discounts can be executed and documented automatically without the involvement of third parties, making it possible to offer a much wider variety of options. For readers, consumption-based pricing mechanisms are possible.<\/p>\n\n\n\n<h3 id=\"h-rights-management\"><span class=\"ez-toc-section\" id=\"Rights_Management\"><\/span>Rights Management<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Blockchain technology can be used to add ID stamps to published materials, protecting ownership rights for both creators and publishers. Blockchain can also support the expansion of digital property management, allowing readers to share digital copies of created works as they would with physical books and magazines.<\/p>\n\n\n\n<h3 id=\"h-nfts\"><span class=\"ez-toc-section\" id=\"NFTs\"><\/span>NFTs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The INMA report identifies NFTs as a \u2018significant opportunity for publishers looking to monetise their content archives, focusing on images and one-offs like magazine covers. Several publishers have experimented with NFTs; The Economist sold its October Alice in Wonderland cover featuring Alice going \u201cdown the rabbit hole,\u201d as an NFT, raising over $400,000 for charity.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Blockchain is an attractive opportunity for publishers looking to continually diversify their revenue.<\/p>\n\n\n\n<p>You must be wondering how blockchain (NFTs and cryptocurrencies included) can help publishers innovate &amp; amplify their marketing strategies.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>This is how:<\/p>\n\n\n\n<ul><li>Transact instantly through digital cryptocurrency with Blockchain<\/li><li>Earn 4-5 figures selling NFTs<\/li><li>Grow current revenue streams from your subscribers and bidders by allowing them to pay through their cryptocurrency wallets.<\/li><\/ul>\n\n\n\n<h3 id=\"h-audience-engagement\"><span class=\"ez-toc-section\" id=\"Audience_engagement\"><\/span>Audience engagement<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Blockchain technology can also be used to boost audience engagement. Decrypt Media uses DCPT reader tokens to reward users who read, share, and interact with their content. The publisher grew its audience by 2,000% in 2020.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Rewarding the audience with digital assets bearing real-world value can enhance audience loyalty while returning a portion of the advertising revenue to consumers.<\/p>\n\n\n\n<p>While publishers are understandably cautious about getting involved in such a rapidly changing technology sector, Brian Morrisey of the <a href=\"https:\/\/v2cloud.com\/glossary\/what-is-rebooting\" target=\"_blank\" rel=\"noreferrer noopener\">Rebooting<\/a> newsletter says they\u2019ll have to if they want to understand it.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Referencing the early development of social media, he said: \u201cIt kind of reminds me of the Web2.0 era.\u201d He explained that it took the people at the top of publishing to get involved to understand the truly two-way relationship with the audience. \u201cAnd with crypto, it\u2019s kind of a similar thing.\u201d<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"FAQ_Related_to_Blockchain_For_Ad_Publishers\"><\/span>FAQ Related to Blockchain For Ad Publishers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1650949809333\"><strong class=\"schema-faq-question\">What is the role of blockchain in ad publishing?<br\/><\/strong> <p class=\"schema-faq-answer\">Blockchain technology automatically adds timestamps and person stamps to published materials which can provide a basic level of security for publications. It&#8217;s significantly more effective than traditional methods of marking books, such as using watermarks, which have little to no purpose.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1650949825134\"><strong class=\"schema-faq-question\">How publishers can use the blockchain in their businesses?<br\/><\/strong> <p class=\"schema-faq-answer\">Blockchain is weaving itself into the way companies do business, so knowing what it is and how it works, even at a high level, will help industry leaders become more proactive and receptive to these innovations, ultimately leading to a better chance of revenue diversification and growth over the course of this new decade.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>A new report from the International News Media Association (INMA) says that while blockchain technology has the potential to disrupt the news media industry, it\u2019s not clear what that means. \u2018Exploring Blockchain\u2019s Potential to Transform Media\u2019 looks at how blockchain can benefit publishing and how publishers can get started with this \u201cpotentially industry-changing technology.\u201d What<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":21886,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[10616,10641,10642,10644,10643],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Publishers Can Utilize Blockchain in Their Operations<\/title>\n<meta name=\"description\" content=\"This post tells about how publishers can use blockchain and NFTs in their businesses. What is the use of blockchain or ad publishers in 2022?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/blockchain-for-ad-publishers\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"How Publishers Can Utilize Blockchain in Their Operations\" \/>\n<meta name=\"twitter:description\" content=\"This post tells about how publishers can use blockchain and NFTs in their businesses. 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