A study by McGuffin of 2,004 consumers found that 72% of survey respondents (ranging in age from 18 to 71) would pay for a subscription to apps such as YouTube if no alternative existed. So reports econsultancy.

Google has released a proposal for industry standards regarding collection of data based on individuals’ online activities that would give consumers more control over their privacy. So reports DigiDay.

Lucidity, which is a Marina del Rey, California-based company that provides blockchain technology, has raised $5 million in Series A funding for engineering, product development and hiring customer support staff. So reports the Los Angeles Business Journal.

Blockchain is being eyed as a technology for weeding out ad fraud, but Google’s plans for developing the technology are probably driven by a desire to improve its reconciliation of impressions and payments, says Christiana Cacciapuoti, v.p. of partnerships at MadHive and executive director of AdLedger. So reports The Drum.