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Digital Media Advertising and Blockchain



Abstract

This academic paper analyses the role of digital platforms in our society from an economic perspective and focuses on blockchain technology as a potential solution to many of the issues that rely on the digital advertising market (e.g., inefficiency and concentration of market power). In the first chapter, I analyse digital platforms’ framework and the risks associated with their anti-competitive behaviour. I also describe the current digital advertising market and its highly fragmented value chain. The many intermediaries that participate in the value chain make tran