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After the fervor of the past year, the buzz around blockchain’s use in advertising is subsiding, leading to issues for businesses built entirely around the ledger-based technology.

While there’s been plenty of buzz around how advertisers could potentially use blockchain to resolve the fraud and hidden fees embedded in programmatic trading, there’s been a dearth of actual use cases. Advertisers have questioned whether they should spend their money on it — and if the tech even works as promised for this particular type of use case.

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