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BlockChain (BC), Technology Notary in Data Driven Marketing (DDM) Contracts

Author

Listed:
  • Ermal Haxhiaj

    (University of Tirana)

  • Bia Çera

    (University of Tirana)

Abstract

Today, Data Driven Marketing is challenged by the supply of vague data, inconsistencies between them and fraud through advertising in the digital marketing ecosystem. Through three basic concepts like open ledger, distributed ledger, and miners, BlockChain (BC) is a perfectly positioned technology, restoring not only trust and transparency, but ensuring a greater uniformity of transactions within a largely fragmented sector. BC makes DDM more directly and reliable, validating and analyzing each customer's movement in advertising campaigns. In BlockChain the traditional principle that creates the positive correlation between fee and delivery time through the "Third Trust Party" becomes null because transparency is one of the basic properties of this technology, which on the other hand for DDM is the Achilles heel.

Suggested Citation

  • Ermal Haxhiaj & Bia Çera, 2021. "BlockChain (BC), Technology Notary in Data Driven Marketing (DDM) Contracts," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 108-118, August.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:1:p:108-118
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    References listed on IDEAS

    as
    1. Vijaya Ramachandran & Thomas Rehermann, 2017. "Can Blockchain Technology Address De-Risking in Emerging Markets?," World Bank Publications - Reports 30364, The World Bank Group.
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      More about this item

      Keywords

      chain; ledger; nodes; Merkle; Hash;
      All these keywords.

      JEL classification:

      • A10 - General Economics and Teaching - - General Economics - - - General
      • A19 - General Economics and Teaching - - General Economics - - - Other
      • C68 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Computable General Equilibrium Models
      • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
      • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
      • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
      • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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