My second post, for INMA’s Tech Trends blog, is on BlockChains and how Publishers could take advantage of it. In the post, I state that increasingly, the internet, or the WorldWideWeb as we know it,, will become one of many internets with competing webs such as Mobile, Deep Web, BlockChain etc. We are thus moving from the era of a Consumption Web to many Transaction Webs. The transaction web isn’t entirely good news for publishers, and will certainly limit potential for traditional advertisements.
Yet, publishers who are ready to experiment and innovate, and critically, invest in technology can leverage the BlockChain across three broad routes. These include micropayments, content programming, and a radically different way of advertising. More on these in my INMA blog post!