Blockchain is a decentralized distributed database of records that cannot be changed in any way. Thanks to its open-source nature, it is compatible with multiple business applications that require stringent safety protocols when it comes to data storing capabilities. Ultimately, blockchain's properties of transparency, immutability, and security make it a reliable and trustworthy application for marketers and consumers alike. Marketers today are often limited to accessing customer data by paying third parties such as Facebook or Instagram, making it an expensive and time-consuming task. Blockchain could allow for new marketing and advertising environments in which consumers can own and sell their data directly to marketers, providing a heightened sense of control and along with higher quality data.

Imagine now that in addition to data-sharing compensation, consumers could opt in to view ads in exchange for further payment. How would this strategy affect the digital marketing landscape as a whole? How would brands attempt to increase their advertisement's engagement?