IAB Europe and MetaX, in collaboration with EU40, were pleased to organise an expert roundtable discussion on the opportunities and challenges presented by blockchain technology in the digital advertising sector, which took place on Tuesday, 26 June, from 12h30, at the European Parliament – hosted by MEPs Henna Virkkunen (EPP), Catalin Ivan (S&D) and Daniel Dalton (ECR). This was not just another blockchain debate, but one of the most stimulating and thought-provoking discussions in town, with the aim to connect entrepreneurs, policy makers and other relevant players.

The discussion was animated by:

– Peteris Zilgalvis, Head of Unit, Startups and Innovation, DG CONNECT, EC
– Ken Brook, Chief Executive Officer and Founder, MetaX
– Alanna Gombert, Global Chief Revenue Officer, MetaX
– Raf Ganseman, Blockchain Lead, Digital transformation, CGI
– Marta Belcher, Legal Expert
– Jean-Luc Verhelst, Author, Strategy & Blockchain consultant, Monitor Deloitte

What are the implications of the GDPR and proposed ePrivacy Regulation on the Blockchain model? Token Curated Registries – how to bring disparate voices together? What is the future of the Token Economy?

The panelists opened up and got real on the above questions, enabling the generation of actionable insights. As a result of this exciting exchange, it is hoped that all participants took home with them a variety of insights to reflect upon or implement and at least a couple of new connections to rely on.

Blockchain can be described as a single source of truth: in the advertising case, it could include all data related to an advertising impression.

MetaX, creator of the adChain Registry and adToken, is a blockchain technology company committed to the development and adoption of open platforms for the digital advertising industry. The company is based in Los Angeles and has created a system to bring disparate voices to bear in the complicated landscape of advertising fraud and supply chain reputation with the use of token curated registries.

Interactive Advertising Bureau (IAB) Europe is the voice of digital business and the leading European-level industry association for the interactive advertising and media ecosystem. Our mission is to promote the development of this innovative sector by being a constructive partner to lawmakers in their shaping of the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards and best practices.