- 01 Key findings
- 02 Blockchain’s potential has yet to be realized, as real-world applications are lacking
- 03 Marketers, publishers primarily use blockchain tech for NFTs
- 04 Supply chain transparency and cryptocurrency are next in line, but security has low priority
- 05 Marketers, publishers use NFTs to elevate brand awareness
- 06 Companies hope crypto will increase brand recognition and revenue, but it’s a largely speculative endeavor
- 07 NFT marketplaces and owned-and-operated platforms are best for crypto transactions
- 08 Blockchain needs tech improvements before adoption increases
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
This is the fifth part of a research series on the most popular emerging technologies. The series follows up on a report Digiday produced five years ago to discover how technologies previously reported on have evolved and to explore new technologies that have since emerged. In this segment, we look at how publishers and marketers are using blockchain technology.
Despite a lot of hype surrounding non-fungible token drops and cryptocurrency investments, blockchain technology is lagging well behind other emerging technologies in widespread adoption. In fact, of all the emerging technologies Digiday+ Research has examined in this series, blockchain remains the most theoretical and speculative in its use.
