Google already has an entire advertising tech stack, so unlike smaller firms, it doesn’t need blockchain to eliminate intermediaries.
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Google Plans to Hire Blockchain Programmers
Blockchain is being eyed as a technology for weeding out ad fraud, but Google’s plans for developing the technology are probably driven by a desire to improve its reconciliation of impressions and payments, says Christiana Cacciapuoti, v.p. of partnerships at MadHive and executive director of AdLedger. So reports The Drum.