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There's no shortage of skeptics and believers when it comes to blockchain technology, but the biggest question as it applies to digital advertising is pretty basic: What actually makes sense?

The Interactive Advertising Bureau's Tech Lab on Tuesday revealed details of a Blockchain Working Group pilot program that is designed to answer that question.

The effort will provide blockchain companies such as MetaX, FusionSeven, Kochava Labs and Lucidity a real-world environment for testing products and services using the tech. The trade body will later release results highlighting the uses for the tech, the value it provides and best practices.

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