This is the second of two installments of this edition of Gabe Greenberg’s column. In the first installment, Gabe encourages readers to be wary of any company promising scalable blockchain solutionsfor the digital advertising ecosystem—from his vantage point, there aren’t any yet, although the emergence of any such solutions could be earthshaking for anyone sitting in the middle of the Lumascape. Let’s pick up where we left off:

Brands and agencies should be careful and educate themselves. Do not test some of these so-called “blockchain tests or solutions” without knowing what you’re getting yourself into. Otherwise, the industry will come to doubt the veracity of blockchain because of a few bad actors, before it can deliver the changes it promises.

Gabe Greenberg