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Decentralized Truth: Blockchain's Role in Promoting Transparency and Trust in Digital Marketing
Abstract
Digital marketing is maturing into a precision-targeted, data-driven engine. However, this maturation has brought about a slew of ethical and operational challenges: ad fraud, opaque data practices, unverifiable performance metrics, and concentrated control of major platforms. In this chapter, we consider the potential of blockchain technology to provide enhanced transparency, trust, and accountability in the ecosystem of digital marketing. Through a multi-method design of research combining literature review, case studies, and interviews with key stakeholders, we put forth an ethical framework for digital marketing grounded in blockchain. The chapter discusses how decentralized, transparent, and immutable blockchains, coordinated with smart contracts and decentralized identity, could be one mechanism in the mitigation of some challenges that have been explored already, and simultaneously ensuring user empowerment and support for ethical advertising practice.
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