{"id":"https://openalex.org/W2895437861","doi":"https://doi.org/10.1109/access.2018.2872694","title":"Is Blockchain Ready to Revolutionize Online Advertising?","display_name":"Is Blockchain Ready to Revolutionize Online Advertising?","publication_year":2018,"publication_date":"2018-01-01","ids":{"openalex":"https://openalex.org/W2895437861","doi":"https://doi.org/10.1109/access.2018.2872694","mag":"2895437861"},"language":"en","primary_location":{"id":"doi:10.1109/access.2018.2872694","is_oa":true,"landing_page_url":"https://doi.org/10.1109/access.2018.2872694","pdf_url":null,"source":{"id":"https://openalex.org/S2485537415","display_name":"IEEE Access","issn_l":"2169-3536","issn":["2169-3536"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Access","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.1109/access.2018.2872694","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5023217776","display_name":"Matti P\u00e4rssinen","orcid":"https://orcid.org/0000-0002-0289-9887"},"institutions":[{"id":"https://openalex.org/I9927081","display_name":"Aalto University","ror":"https://ror.org/020hwjq30","country_code":"FI","type":"education","lineage":["https://openalex.org/I9927081"]}],"countries":["FI"],"is_corresponding":true,"raw_author_name":"Matti Antero Parssinen","raw_affiliation_strings":["Department of Communications and Networks, Aalto University, Espoo, Finland","Department of Communications and , Aalto University , , , , , , , ,"],"raw_orcid":"https://orcid.org/0000-0002-0289-9887","affiliations":[{"raw_affiliation_string":"Department of Communications and Networks, Aalto University, Espoo, Finland","institution_ids":["https://openalex.org/I9927081"]},{"raw_affiliation_string":"Department of Communications and , Aalto University , , , , , , , ,","institution_ids":["https://openalex.org/I9927081"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5001110646","display_name":"Mikko Kotila","orcid":"https://orcid.org/0000-0003-3626-2742"},"institutions":[{"id":"https://openalex.org/I9927081","display_name":"Aalto University","ror":"https://ror.org/020hwjq30","country_code":"FI","type":"education","lineage":["https://openalex.org/I9927081"]}],"countries":["FI"],"is_corresponding":false,"raw_author_name":"Mikko Kotila","raw_affiliation_strings":["BOTLab, Boston, MA, USA","Department of Communications and , Aalto University , , , , , , , ,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"BOTLab, Boston, MA, USA","institution_ids":[]},{"raw_affiliation_string":"Department of Communications and , Aalto University , , , , , , , ,","institution_ids":["https://openalex.org/I9927081"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5070487234","display_name":"Rub\u00e9n Cuevas","orcid":"https://orcid.org/0000-0002-1440-8360"},"institutions":[{"id":"https://openalex.org/I50357001","display_name":"Universidad Carlos III de Madrid","ror":"https://ror.org/03ths8210","country_code":"ES","type":"education","lineage":["https://openalex.org/I50357001"]},{"id":"https://openalex.org/I9927081","display_name":"Aalto University","ror":"https://ror.org/020hwjq30","country_code":"FI","type":"education","lineage":["https://openalex.org/I9927081"]}],"countries":["ES","FI"],"is_corresponding":false,"raw_author_name":"Ruben Cuevas Rumin","raw_affiliation_strings":["Avenida de la Universidad, Universidad Carlos III de Madrid, Legan\u00e9s, Spain","Department of Communications and , Aalto University , , , , , , , ,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Avenida de la Universidad, Universidad Carlos III de Madrid, Legan\u00e9s, Spain","institution_ids":["https://openalex.org/I50357001"]},{"raw_affiliation_string":"Department of Communications and , Aalto University , , , , , , , ,","institution_ids":["https://openalex.org/I9927081"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5085031540","display_name":"Amit Phansalkar","orcid":null},"institutions":[{"id":"https://openalex.org/I9927081","display_name":"Aalto University","ror":"https://ror.org/020hwjq30","country_code":"FI","type":"education","lineage":["https://openalex.org/I9927081"]}],"countries":["FI"],"is_corresponding":false,"raw_author_name":"Amit Phansalkar","raw_affiliation_strings":["BOTLab, Boston, MA, USA","Department of Communications and , Aalto University , , , , , , , ,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"BOTLab, Boston, MA, USA","institution_ids":[]},{"raw_affiliation_string":"Department of Communications and , Aalto University , , , , , , , ,","institution_ids":["https://openalex.org/I9927081"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5034509060","display_name":"Jukka Manner","orcid":"https://orcid.org/0000-0002-9133-473X"},"institutions":[{"id":"https://openalex.org/I9927081","display_name":"Aalto University","ror":"https://ror.org/020hwjq30","country_code":"FI","type":"education","lineage":["https://openalex.org/I9927081"]}],"countries":["FI"],"is_corresponding":false,"raw_author_name":"Jukka Manner","raw_affiliation_strings":["Department of Communications and Networks, Aalto University, Espoo, Finland","Department of Communications and , Aalto University , , , , , , , ,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Communications and Networks, Aalto University, Espoo, Finland","institution_ids":["https://openalex.org/I9927081"]},{"raw_affiliation_string":"Department of Communications and , Aalto University , , , , , , , ,","institution_ids":["https://openalex.org/I9927081"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5023217776"],"corresponding_institution_ids":["https://openalex.org/I9927081"],"apc_list":{"value":1850,"currency":"USD","value_usd":1850},"apc_paid":{"value":1850,"currency":"USD","value_usd":1850},"fwci":12.4831,"has_fulltext":false,"cited_by_count":64,"citation_normalized_percentile":{"value":0.98607528,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":99},"biblio":{"volume":"6","issue":null,"first_page":"54884","last_page":"54899"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10270","display_name":"Blockchain Technology Applications and Security","score":1.0,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10270","display_name":"Blockchain Technology Applications and Security","score":1.0,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11995","display_name":"FinTech, Crowdfunding, Digital Finance","score":0.9236999750137329,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.7621828317642212},{"id":"https://openalex.org/keywords/blockchain","display_name":"Blockchain","score":0.7499709129333496},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5887196660041809},{"id":"https://openalex.org/keywords/bidding","display_name":"Bidding","score":0.5379934906959534},{"id":"https://openalex.org/keywords/leverage","display_name":"Leverage (statistics)","score":0.5305300951004028},{"id":"https://openalex.org/keywords/scalability","display_name":"Scalability","score":0.49663740396499634},{"id":"https://openalex.org/keywords/liberian-dollar","display_name":"Liberian dollar","score":0.4128614068031311},{"id":"https://openalex.org/keywords/computer-security","display_name":"Computer security","score":0.34782370924949646},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.33175015449523926},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.33071497082710266},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.2588750720024109},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.23967435956001282},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.21088644862174988},{"id":"https://openalex.org/keywords/database","display_name":"Database","score":0.1042574942111969}],"concepts":[{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.7621828317642212},{"id":"https://openalex.org/C2779687700","wikidata":"https://www.wikidata.org/wiki/Q20514253","display_name":"Blockchain","level":2,"score":0.7499709129333496},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5887196660041809},{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.5379934906959534},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.5305300951004028},{"id":"https://openalex.org/C48044578","wikidata":"https://www.wikidata.org/wiki/Q727490","display_name":"Scalability","level":2,"score":0.49663740396499634},{"id":"https://openalex.org/C109168655","wikidata":"https://www.wikidata.org/wiki/Q242988","display_name":"Liberian dollar","level":2,"score":0.4128614068031311},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.34782370924949646},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.33175015449523926},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.33071497082710266},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.2588750720024109},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.23967435956001282},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.21088644862174988},{"id":"https://openalex.org/C77088390","wikidata":"https://www.wikidata.org/wiki/Q8513","display_name":"Database","level":1,"score":0.1042574942111969},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0}],"mesh":[],"locations_count":4,"locations":[{"id":"doi:10.1109/access.2018.2872694","is_oa":true,"landing_page_url":"https://doi.org/10.1109/access.2018.2872694","pdf_url":null,"source":{"id":"https://openalex.org/S2485537415","display_name":"IEEE Access","issn_l":"2169-3536","issn":["2169-3536"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Access","raw_type":"journal-article"},{"id":"pmh:oai:aaltodoc.aalto.fi:123456789/35689","is_oa":true,"landing_page_url":"https://research.aalto.fi/en/publications/95b77d18-3ccb-4e5f-aa46-a63d05f488e3","pdf_url":null,"source":{"id":"https://openalex.org/S4306401663","display_name":"Aaltodoc (Aalto University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I9927081","host_organization_name":"Aalto University","host_organization_lineage":["https://openalex.org/I9927081"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:doaj.org/article:5813c024634e43a391062fe0f901268f","is_oa":true,"landing_page_url":"https://doaj.org/article/5813c024634e43a391062fe0f901268f","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"IEEE Access, Vol 6, Pp 54884-54899 (2018)","raw_type":"article"},{"id":"pmh:oai:e-archivo.uc3m.es:10016/33901","is_oa":true,"landing_page_url":"http://hdl.handle.net/10016/33901","pdf_url":null,"source":{"id":"https://openalex.org/S4306400817","display_name":"e-Archivo (Carlos III University of Madrid)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I50357001","host_organization_name":"Universidad Carlos III de Madrid","host_organization_lineage":["https://openalex.org/I50357001"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.1109/access.2018.2872694","is_oa":true,"landing_page_url":"https://doi.org/10.1109/access.2018.2872694","pdf_url":null,"source":{"id":"https://openalex.org/S2485537415","display_name":"IEEE Access","issn_l":"2169-3536","issn":["2169-3536"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Access","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/7","display_name":"Affordable and clean energy","score":0.7900000214576721}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":23,"referenced_works":["https://openalex.org/W893234787","https://openalex.org/W1603617909","https://openalex.org/W1911162795","https://openalex.org/W2148197396","https://openalex.org/W2165613200","https://openalex.org/W2182035090","https://openalex.org/W2290426788","https://openalex.org/W2345206853","https://openalex.org/W2526539879","https://openalex.org/W2527800909","https://openalex.org/W2539434925","https://openalex.org/W2567666263","https://openalex.org/W2600119152","https://openalex.org/W2620636316","https://openalex.org/W2794533297","https://openalex.org/W2949609564","https://openalex.org/W2951313236","https://openalex.org/W3005853542","https://openalex.org/W3103085478","https://openalex.org/W3121726885","https://openalex.org/W6704676086","https://openalex.org/W6735572725","https://openalex.org/W6738571232"],"related_works":["https://openalex.org/W4210406818","https://openalex.org/W4306779889","https://openalex.org/W4386732777","https://openalex.org/W3211706803","https://openalex.org/W4382775358","https://openalex.org/W4246942721","https://openalex.org/W3209862047","https://openalex.org/W4304136894","https://openalex.org/W2989851257","https://openalex.org/W2799059781"],"abstract_inverted_index":{"The":[0,62],"200-billion-dollar":[1],"per":[2],"annum":[3],"online":[4,58,84,120,159,184],"advertising":[5,18,37,59,85,121,185],"ecosystem":[6],"has":[7],"become":[8],"infested":[9],"with":[10,29,32,41],"thousands":[11],"of":[12,36],"intermediaries":[13],"exploiting":[14],"user":[15],"data":[16],"and":[17,39,69,90,105,133,139,165],"budgets.":[19],"All":[20],"key":[21],"stakeholders":[22],"in":[23,56,76,158],"the":[24,53,57,77,81,91,102,112,127,131,182],"value-chain":[25],"are":[26],"infected:":[27],"advertisers":[28],"fraud,":[30],"publishers":[31],"their":[33,42],"diminishing":[34],"share":[35],"budgets,":[38],"users":[40],"right":[43],"to":[44,51,80,100,106,110,154,169],"privacy.":[45],"Blockchain":[46],"presents":[47],"a":[48,108,178],"possible":[49],"solution":[50,140],"addressing":[52],"critical":[54],"issues":[55,72],"supply":[60],"chain.":[61],"question":[63],"remains":[64],"whether":[65],"blockchain":[66,95,149,173],"scalability,":[67],"energy-efficiency,":[68],"token":[70],"volatility":[71],"can":[73,175],"be":[74,155,170,176],"solved":[75],"coming":[78],"years":[79],"extent":[82],"that":[83,148],"could":[86],"widely":[87,156],"leverage":[88],"trustlessness":[89],"benefits":[92],"gained":[93],"from":[94,143],"technology.":[96],"This":[97],"paper":[98],"aims":[99],"review":[101],"current":[103,183],"progress":[104],"open":[107,189],"discussion":[109],"address":[111],"issues.":[113],"We":[114,123],"present":[115],"new":[116,166],"requirements":[117,132],"for":[118,136,181],"blockchain-based":[119],"solutions.":[122],"have":[124],"also":[125],"analyzed":[126],"available":[128],"solutions":[129],"against":[130],"recommend":[134],"directions":[135],"future":[137],"research":[138,145,162],"development.":[141],"Evidence":[142],"our":[144],"points":[146],"out":[147],"is":[150,163],"not":[151],"yet":[152],"ready":[153],"implemented":[157],"advertising.":[160],"More":[161],"needed,":[164],"proof-of-concepts":[167],"need":[168],"developed":[171],"before":[172],"technology":[174],"considered":[177],"trusted":[179],"alternative":[180],"marketplace":[186],"based":[187],"on":[188],"real-time":[190],"bidding.":[191]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":5},{"year":2024,"cited_by_count":8},{"year":2023,"cited_by_count":9},{"year":2022,"cited_by_count":9},{"year":2021,"cited_by_count":14},{"year":2020,"cited_by_count":9},{"year":2019,"cited_by_count":8}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}