...because block chain.
But also, to get rid of all the scams, arbitrage, and artificial price inflation.
Magazine publisher Dennis wants to improve the transparency of digital ad trading, and it believes blockchain technology could hold the answer.
The publisher is leading a project to create an SSP prototype using blockchain, best known in the financial space as the technology underpinning bitcoin. The goal: Root out any potential fee-skimming within digital ad transactions so publishers and buyers can see exactly where the money is going.