Introduction

In the world of major brands, trust is as important as reach. Yet, digital advertising has suffered for years from a structural problem: opacity. Between unverified impressions, inflated metrics, opaque networks, and endless intermediaries, blockchain now presents itself not as a trend, but as a systemic solution. Originally designed for finance, this technology is finding an increasingly concrete—and urgent—application in marketing.

Why Advertising Needs Blockchain

• End-to-end tracking of campaigns, from creative to conversion.

• Smart contracts to automate the management of advertising agreements.

• Elimination of opaque intermediaries, using decentralized verification logic.

In the luxury sector, where every visual has a cost and a symbolic value, knowing exactly where every euro of the budget goes is essential.

Real-World Case: Unilever and the Alliance for Ad Transparency

Unilever partnered with IBM and Mediaocean to implement a blockchain protocol for monitoring media investments. The result? A 10% reduction in “untraceable” expenses and greater visibility into actual publisher behavior. However, it was not a smooth process: technical complexity and resistance from partners slowed large-scale adoption.

Concrete Opportunities for Premium Brands

• Authentic verification of visibility and placement (anti-fraud).

• Certification of performance for investors and stakeholders.

• Real-time reconciliation between agencies, DSPs, and platforms.

A well-designed blockchain does not just protect data—it protects reputation.

Risks and Barriers

• Technology is still not widely accessible to many industry players.

• Lack of shared standards between platforms.

• High initial costs for enterprise-scale implementation.

And in the luxury sector, there is a risk that the technology becomes more complex than the promise it aims to deliver.

Conclusion

At LANGA Studios, we consider blockchain a strategic lever, not just a technological ornament. Its adoption in marketing requires expertise, patience, and a clear vision. But the benefits—in terms of transparency, traceability, and consistency—align with what top brands must guarantee: promises kept, with no surprises. Because trust, now more than ever, is also built at the infrastructural level.