Last decade made a pretty bold promise to digital advertising, which more than other industries suffers from insufficient transparency and a fraudulent environment.
The IAB Tech Lab conferences, in particular, frequently gathered blockchain evangelists and ad tech experts who discussed how this technology would finally drive authentication to programmatic chains. Reduced budget waste, elimination of intermediaries and fraudulent traffic are the core challenges of ad tech that decentralized ledger promised to resolve.
As soon as the IAB Tech Lab blockchain working group started developing principles of decentralized networks, the advertising industry was believed to be standing on the threshold of massive technology introduction into a real business. Now that four years have passed since those conversations, it’s time to recollect those talks, inspect the current market and finally understand if blockchain really brought some changes into ad tech and martech.
The landscape of blockchain-driven solutions: from 2018 to 2026
Currently, buy-side is most enthusiastic about blockchain implementation in ad tech, because advertisers and media buyers need good quality traffic. Juniper Research’s February 2022 report, “Digital Advertising Fraud: Key Trends, Competitor Landscape & Market Forecasts 2022-2026”, put the global cost of ad fraud to advertisers at a projected $68 billion for 2022. That was up from $59 billion in 2021. By 2023 the figure had climbed to $84 billion, which Juniper Research estimated at 22% of the $382 billion spent on online advertising that year. Roughly speaking, ad fraud takes $1 from $5 invested in digital ads.
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In 2018-2019, budding blockchain-based advertising projects provided the first opportunity to buy clean and secure traffic, enriched with genuine data about ad campaign performance. In 2019, this environment evolved, multiplying the number of blockchain marketing startups from 22 (2017) to 290 (2019), which is more than 13 times in a year. These commercial and non-commercial projects mainly function in the area of social marketing, data, commerce, content marketing, and digital advertising, where the number grew from 10 to 105.
Starting from 2019 society has shifted its attention toward NFT technology (which also uses a blockchain ledger for protecting the ownership of digital assets). With this, blockchain was featured among the top martech trends in 2022. Over 31% of industry experts predicted that VR/AR, Metaverse, NFT, and Blockchain technology would define the trajectory of martech and ad tech development.
Sure, right now crypto markets are not being in the best of times – the growing cryptotrading markets recently crippled in China. In January 2022, Spain and the UK also introduced new stifling regulations to eliminate crypto advertisements. However, the growth in the number of successful blockchain advertising startups signals that companies have finally started to understand the true value of technology without associating it with the token economy.
What blockchain solutions are here and how do they reshape advertising?
Let’s recall why the industry clung to blockchain technology in the first place – because it created a distributed database that could be trusted by demand and supply partners alike. When companies add a blockchain to digital advertising, they reach the next level of clarity and accountability.
Every action or impression is recorded on a distributed ledger: which user watched the ad, which advertiser bought the impression, what was the cost and the components (commissions, actual bid), and so on. This way, all data becomes auditable to every chain participant on an event-level basis. The parties themselves can detect fraud and initiate automation removal of a suspicious component from the chain.
The majority of martech-powered solutions in 2022 were focused on improving transparency and mitigating advertising fraud, for example:
Four years of hindsight has been unkind to most of the names on that original list. Rebel AI was folded into Logiq back in 2021 and its standalone site no longer resolves, AdBank’s homepage now returns a 403 error with its ADB token showing no price data since August 2023, and Papyrus has sat frozen since 2019, its footer date still reading as much while its token trades at zero. Two of the original five are still live:
- AdEx: reports more than 350 million annual impressions across 2,700-plus publishers. It shipped a 2025 roadmap for its AI-powered AURA product.
- Kochava’s XCHNG: Kochava’s blockchain-based framework for auditable ad transactions remains live and operating inside Kochava’s broader measurement business.
Apart from fraud protection, blockchain solves many problems in different areas of advertising. Based on the events recorded on the ledger, document flow, and paper bookkeeping become a matter of one click automated by smart contracts.
Additionally, blockchain in martech helps to protect the interests of users, e.g. Brave browser users, actually earn revenues in the form of BAT (Basic Attention Token) in exchange for ad watching. This program is still active in 2026. Brave has expanded its Rewards Partner Program in the meantime, and the browser now counts more than 117 million monthly users.
Where blockchain advertising actually delivered by 2026
The clearest answer to whether blockchain changed advertising does not come from the companies that promised to fix programmatic fraud for everyone. It comes from a platform built for the advertisers that mainstream networks simply refuse to accept. Blockchain-Ads.com serves regulated and restricted verticals including crypto, iGaming, and finance, and its results in 2026 are not pilot-scale experiments. A Coinbase campaign run on the platform acquired 31,896 new traders across Southeast Asia. An OKX campaign drove $5.16 million in trading volume. A Stake.com campaign produced 1,128 first-time depositors at a $250 cost per acquisition. In that category, customer lifetime values are high and acquisition channels are scarce.
Underneath those numbers, the platform delivers 1.2 billion ads per day, collects 4 billion behavioral and interest signals daily, and screens across 82 blockchains to build wallet-based audience segments. Traditional ad tech had no equivalent of that last capability. A third-party cookie could show that someone once read about trading; on-chain activity shows that they actively trade. The client list reflects who needs it: Binance, Coinbase, Crypto.com, Stake.com, and OKX all run there, largely because Google, Meta, and LinkedIn would not run their ads at all.
The 2022 thesis has aged unevenly. The programmatic duopoly is still standing. Ad fraud across the open web has not gone away either, and tokenized attention never became a mainstream consumer behavior. Where blockchain did deliver was working, revenue-generating ad infrastructure for a set of industries that mainstream platforms have decided not to serve. The 2021 pitch decks described something much larger than that. What actually got built, though, has held up. Something similar is happening across crypto marketing more broadly, as AI-assisted, compliance-aware advertising strategies fill the gap mainstream platforms leave open.
What about challenges?
In the absence of regulation, many blockchain pilot projects were at risk of ending up absolutely impractical. Nevertheless, the world is adapting to blockchain anyways. Luckily, market participants joined forces that contributed to faster technology adoption and regulation development. IAB Tech Lab’s initiatives support businesses in their desire to stay aware of the best practices of blockchain integration into ad stacks. A set of specific programs are constantly being developed in order to facilitate education, raise awareness and deliver a legal framework for such platform functioning.
To better understand market readiness and realize how blockchain works in the real world, the IAB Tech Lab started a blockchain pilot program that delivered a real-world algorithm for testing blockchain-based services and products.
The members that develop blockchain solutions were invited to showcase how their blockchain-based projects could work. Their advertising blockchain initiatives deployed working mechanisms for addressing ad fraud, transparency, and efficiencies in the reconciliation of campaign data in their own way. Some developed 2-layer protocols to accelerate transaction speed; some automated purchases by smart contracts and others combined IAB Tech Lab’s ads.txt, (registry of authorized sellers) with Ethereum to achieve increased inventory purchasing transparency.
The other obstacle of the past was speed. Now, blockchain transactions occur in minutes, while processes in digital marketing occur in milliseconds. This problem apparently found a partial resolution in 2019, when blockchain startups figured out how to cover the problem with multilayered protocols architecture that execute transactions outside of the main blockchain.
Finally, the third and probably the most important problem of blockchain in ad tech is a lack of education and the shortage of professionals well-versed in blockchain implementation in advertising. Despite obviously growing curiosity and awareness, actual comprehension of blockchain, NFT, and related technologies among mass audiences is very low – even by 2022 96% of Americans failed the common quizzes that include basic crypto concepts.
However, in order to improve the state of things in this department, we need to have more educational initiatives like those presented by IAB. We also need support and educational initiatives on the local and regional levels that would raise awareness of blockchain implementation in ad tech. This awareness could encourage broader blockchain solutions implementation and would persuade companies to invest resources in employees training and education.
The takeaway
Early experiments with blockchain in advertising were quite successful, which raised the bar for subsequent projects. Marketing and advertising tech built on blockchain, NFT, and similar technologies may yet become the new normal. The niche adoption seen among enthusiasts and small startups in 2022 offered no guarantee of mass deployment by 2026, though. Regulatory uncertainty held wider adoption back, as did poor awareness and a lack of professionals. Progress on those fronts is what will determine how far this goes.
It will be possible to see how much money from advertisers’ budgets reach the publisher after passing the pipeline. In turn, impressions served by websites will be easily signed and tracked. Finally, the users will be able to receive rewards for their attention and protect their digital assets.
So, obviously, blockchain in advertising doesn’t have to be overhyped, nor does it have to be underestimated. For this, we shouldn’t take it as a universal hammer able to fix every problem, but rather see it as a tool of great capacity if the problem it needs to solve is right.
Frequently Asked Questions
Is blockchain still a thing in 2026?
Yes, though in advertising it looks different than the 2018 hype cycle suggested. Most of the early adtech startups covered in this article, including Rebel AI, AdBank, and Papyrus, are now defunct. The projects that survived, such as AdEx and Kochava’s XCHNG, scaled by solving specific problems like supply chain transparency rather than promising to rebuild the entire ad industry.
What are the top 10 blockchain platforms?
This article does not rank general-purpose blockchain platforms. Our focus is narrower: how blockchain has actually been applied in advertising. Within that scope, the platforms that matter in 2026 are AdEx, Kochava’s XCHNG, Brave’s BAT ecosystem, and Blockchain-Ads.com, each covered above.
Can I earn money from blockchain?
In the advertising context, the most durable example is Brave’s Basic Attention Token (BAT) rewards program, which pays users a share of ad revenue for viewing privacy-respecting ads. As of 2026 the program is still active. Brave has expanded its Rewards Partner Program, and the browser now has more than 117 million monthly users. Earnings for individual users are modest, so treat it as a small supplement. It is not an income source.
Is it legal to advertise crypto?
Yes. The rules have tightened considerably since 2022, though, when Spain and the UK introduced restrictions on misleading crypto ads. In the EU, the MiCA framework has reached full enforcement, with a transitional deadline of July 1, 2026. It imposes truth-in-marketing standards on crypto promotional material. Platforms such as Blockchain-Ads.com now specialize in serving regulated advertisers in crypto, iGaming, and finance, and they operate within those compliance requirements.
