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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.

Google already has an entire advertising tech stack, so unlike smaller firms, it doesn’t need blockchain to eliminate intermediaries.

Read the full article from The Drum.

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