Impact of blockchain on marketing and advertising.

As the name suggests blockchains are a group of interconnected blocks that contain information. It is a distributed ledger which is open to everyone. It is a chain of data blocks that are sorted sequentially and kept in a decentralized manner across all of the blockchain's participating nodes. Once data is entered inside a blockchain, it becomes very difficult to change it. Every block has three important parameters namely hash data, block hash code and also the block hash code of the preceding block. Therefore, blockchain can be regarded as highly secured and safe. This secure technology can disrupt how business happens and how data is stored across several industries especially the finance sector. However, the impact of Blockchain goes way beyond Banking and finance industry. In the field of marketing, marketers constantly need access to a lot of consumer data to better position their products and create efficient products which match the requirements of the consumers. With data privacy becoming a global issue, several consumers are becoming vigilant while providing their information on the internet. Also, it is becoming increasingly difficult for the advertisers to detect fraud in advertising which is mainly related to inconsistent PPC (Pay Per Click), CPC (Cost Per Click), Impressions and clicks. Ad vendors using illicit methods to gain access to users' personal data for their own gain, in exchange for rewards, and similar scenarios are a serious threat, therefore blockchain was introduced into the digital advertising world to offer users ownership over their data Benefits from Blockchain Marketing Technology, n.d.-a). Several questions have been raised on the methods used by advertising platforms to detect invalid clicks. This research paper adopts a narrative literature review approach where in the use cases of Blockchain in marketing and advertising sector will be analyzed and put forward. This paper will be beneficial to academicians, marketer, advertisers, and all activities related to Marketing and advertising. [ABSTRACT FROM AUTHOR]