Gartner’s Andrew Frank: Third-party validation of brands, content is coming
Previewing his MarTech Conference presentation, the analyst expects a blockchain-based system as a counter to the emerging ‘crisis of trust.’
In five years, a video player will show some indicator, like a star, that validates the brand video as genuine by a third-party decentralized service.
So predicts Gartner VP/Distinguished Analyst Andrew Frank, who will delve into the topic of “How GDPR, privacy, identity and blockchain are shaping the next wave in martech evolution” at our MarTech Conference next month in Boston.
He sees blockchain as a key part of the solution to the “crisis of trust, in its early stages, [that is now] sweeping the world.” That crisis is taking many forms, such as brands’ concern that their programmatically-delivered video ad will end up in, say, an Isis recruiting video.