Blockchain has a problem: It’s long on potential, short on immediate utility. The story is no different in media, where blockchain’s boosters preach it will solve everything from consumer privacy issues to viewability problems to cleaning up the media supply chain to even vetting influencer contracts.

“A lot of the solutions we’re seeing in ad tech is like taking a mechanical clock and slapping a radio on top of it, and calling it a digital clock,” says Adam Helfgott, CEO of the Mad Network, which is attempting to use blockchain to fix ad tech and cut out middlemen.

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