Will the Blockchain Insights Platform Change Ad Buying?

http://www.nasdaq.com/article/will-the-blockchain-insights-platform-change-ad-buying-cm825048

Comcast initiated the partnership, which includes some of the world's leading media companies, including NBCUniversal, Disney, Altice USA, Channel 4, Cox Communications, Mediaset Italia and TFI Group.This partnership is set to develop a blockchain-based platform for ad buying for broadcast and streaming television.

コムキャストが放送局を束ねている。

But building an industry network around blockchains is no simple or straightforward process. Regardless of how promising it sounds, Comcast still has a long way to go before it can actually prove the platform will work seamlessly. After all, blockchain technology still constitutes a relatively unknown territory for many. There is also the fact that working openly with a group of partners, many of whom can be thought of as competitors, can be a challenge for media industry leaders. Tech and pharma companies have a long tradition of working with open innovation, while financial organizations typically struggle to do so. Telecom and media players may find themselves somewhere in the middle.

メディア業界はテック業界や医薬業界ほどオープンではないので、コムキャストも大変だろう。

Although blockchains offer many advantages over traditional technologies, their computing power is still largely insufficient to continue this practice. Because a blockchain is decentralized, it takes time for transactions to be verified. While not exactly slow, this process is not fast enough to allow for ad transactions in real time. The media industry should nevertheless be optimistic that this could change with wider adoption of blockchains and subsequent increases in computing power.

ブロックチェーンは分散型なので取引を証明するのに時間がかかる

As blockchain technology is still in its infancy, particularly in the advertising sector, it would be unreasonable to expect revolutionary changes anytime soon. But the technology is on the rise, and the adaptation of it in banking, insurance, pharma and supply chain management only proves that there will likely be more of it in the future. It is certainly positive that the advertising sector is advancing and focusing on innovation. With initiatives like the Blockchain Insights Platform, media giants may actually discover new revenue streams. Even more interestingly, they could steer advertising and marketing in entirely new directions.

すぐには革命は起きないが、新しい動きであることは確か。

○コムキャストの動きを知ることができた。