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Gartner’s Andrew Frank: Third-party validation of brands, content is coming

In five years, a video player will show some indicator, like a star, that validates the brand video as genuine by a third-party decentralized service.

So predicts Gartner VP/Distinguished Analyst Andrew Frank, who will delve into the topic of “How GDPR, privacy, identity and blockchain are shaping the next wave in martech evolution” at our MarTech Conference next month in Boston.

In an interview, Frank pointed to Truepic and Prover as two blockchain-based companies that now offer authentication of photos and video, including user-generated content.

He sees blockchain as a key part of the solution to the “crisis of trust, in its early stages, [that is now] sweeping the world.” That crisis is taking many forms, such as brands’ concern that their programmatically-delivered video ad will end up in, say, an Isis recruiting video.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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