Monica Eaton-Cardone’s Latest Feature for Get Elastic
Everyone knows that eCommerce fraud is a problem. As Chargebacks911® COO Monica Eaton-Cardone points out in her latest guest feature for Get Elastic, though, blockchain technology may provide a solution to one of the most pressing fraud sources.
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Click fraud is a costly form of online advertising fraud. The advertiser pays on a per-click basis, so an unscrupulous ad publisher creates fake clicks to steal ad revenue. As Monica puts it, advertisers “end up paying for the traffic, but there’s no prospect of making a sale.”
Click fraud will cost businesses $23 billion a year by the end of 2019. Fortunately, there may be a solution on the horizon, in the form of blockchain technology.
There are still obstacles to adoption. However, Monica suggests that blockchain ad buying could create more precise tracking, simplify purchases, and reduce fraud. “With a blockchain model, you aren’t reliant on a large, centralized system to carry out this process,” Monica explains. “Blockchain is a distributed network of devices, so if one device—or even an entire portion of the ad buying network—goes down, processes can still go on with minimal disruption.”