In five years, a video player will show some indicator, like a star, that validates the brand video as genuine by a third-party decentralized service.
So predicts Gartner VP/Distinguished Analyst Andrew Frank, who will delve into the topic of “How GDPR, privacy, identity and blockchain are shaping the next wave in martech evolution” at our MarTech Conference next month in Boston.
In an interview, Frank pointed to Truepic and Prover as two blockchain-based companies that now offer authentication of photos and video, including user-generated content.
He sees blockchain as a key part of the solution to the “crisis of trust, in its early stages, [that is now] sweeping the world.” That crisis is taking many forms, such as brands’ concern that their programmatically-delivered video ad will end up in, say, an Isis recruiting video.
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