{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,27]],"date-time":"2026-06-27T18:54:00Z","timestamp":1782586440259,"version":"3.54.5"},"reference-count":75,"publisher":"Institute of Electrical and Electronics Engineers (IEEE)","license":[{"start":{"date-parts":[[2018,1,1]],"date-time":"2018-01-01T00:00:00Z","timestamp":1514764800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/3.0\/legalcode"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IEEE Access"],"published-print":{"date-parts":[[2018]]},"DOI":"10.1109\/access.2018.2872694","type":"journal-article","created":{"date-parts":[[2018,10,1]],"date-time":"2018-10-01T18:35:28Z","timestamp":1538418928000},"page":"54884-54899","source":"Crossref","is-referenced-by-count":55,"title":["Is Blockchain Ready to Revolutionize Online Advertising?"],"prefix":"10.1109","volume":"6","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0289-9887","authenticated-orcid":false,"given":"Matti Antero","family":"Parssinen","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mikko","family":"Kotila","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ruben","family":"Cuevas Rumin","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Amit","family":"Phansalkar","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jukka","family":"Manner","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"263","reference":[{"key":"ref73","year":"2018","journal-title":"Lightning network"},{"key":"ref72","author":"wiki","year":"2018","journal-title":"Colored Coins"},{"key":"ref71","year":"2018","journal-title":"Industrial performance and scalability bitshares"},{"key":"ref70","year":"2018","journal-title":"BitShares—Your Share in the Decentralized Exchange"},{"key":"ref74","author":"mishli","year":"2017","journal-title":"Key Protection and Key Governance in Blockchain Dyadic"},{"key":"ref39","year":"2018","journal-title":"OpenRTB (Real-Time Bidding) IAB—Empowering the Marketing and Media Industries to Thrive in the Digital Economy"},{"key":"ref75","year":"2018","journal-title":"Open Source Invalid Traffic Detection"},{"key":"ref38","author":"deetman","year":"2016","journal-title":"Bitcoin Could Consume as Much Electricity as Denmark by 2020"},{"key":"ref33","author":"bradbury","year":"2014","journal-title":"What is the Carbon Footprint of a Bitcoin? CoinDesk"},{"key":"ref32","author":"ingram","year":"2015","journal-title":"There’s a Ticking Time Bomb Inside the Online Advertising Market Fortune"},{"key":"ref31","year":"2016","journal-title":"Delayed proof of work (dPoW)"},{"key":"ref30","year":"2018","journal-title":"Next Generation Data Management"},{"key":"ref37","author":"hayes","year":"2015","journal-title":"A cost of production model for Bitcoin"},{"key":"ref36","year":"2018","journal-title":"Blockchain Size"},{"key":"ref35","doi-asserted-by":"publisher","DOI":"10.4337\/9781784717766"},{"key":"ref34","year":"2018","journal-title":"Bitcoin energy consumption index"},{"key":"ref60","year":"2018","journal-title":"Cryptocurrency market capitalizations"},{"key":"ref62","year":"2016","journal-title":"How Agile is your Chain?—Top Digital Currencies—Transaction Per Second Comparison"},{"key":"ref61","year":"2016","journal-title":"Biggest Ad Fraud Ever’ Hackers Make $5M A Day by Faking 300M Video Views Forbes"},{"key":"ref63","year":"2017","journal-title":"Ethereum Downtime—Possible Issue (Breaking)"},{"key":"ref28","article-title":"Blockchain and distributed ledgers as trusted recordkeeping systems: An archival theoretic evaluation framework","author":"lemieux","year":"0"},{"key":"ref64","year":"2018","journal-title":"Ethereum project"},{"key":"ref27","year":"2018","journal-title":"Sidechains Explained"},{"key":"ref65","year":"2018","journal-title":"Join RippleNet"},{"key":"ref66","year":"2018","journal-title":"Protocol Specification | Counterparty"},{"key":"ref29","year":"2015","journal-title":"Off-Chain Transactions RTWire | Real Time Bitcoin"},{"key":"ref67","year":"2018","journal-title":"Omni Layer"},{"key":"ref68","first-page":"583","article-title":"OmniLedger: A secure, scale-out, decentralized ledger via sharding","author":"kokoris-kogias","year":"2017","journal-title":"Proc IEEE Symp Secur Privacy (SP)"},{"key":"ref69","author":"odom","year":"0","journal-title":"Open-Transactions Secure Contracts Between Untrusted Parties"},{"key":"ref2","year":"2017","journal-title":"IAB Internet Advertising Revenue Report 2016 Full Year Results"},{"key":"ref1","year":"2015","journal-title":"Paving the Way How Online Advertising Enables the Digital Economy of the Future"},{"key":"ref20","year":"2018","journal-title":"Blockchains & Distributed Ledger Technologies"},{"key":"ref22","year":"2017","journal-title":"Proof of Stake Proof of Work Comparison"},{"key":"ref21","first-page":"653","article-title":"A survey of blockchain security issues and challenges","volume":"19","author":"lin","year":"2017","journal-title":"IJ Network Security"},{"key":"ref24","author":"milutinovic","year":"2016","journal-title":"Proof of luck An efficient blockchain consensus protocol"},{"key":"ref23","author":"mattila","year":"2016","journal-title":"The blockchain phenomenon"},{"key":"ref26","author":"back","year":"2014","journal-title":"Enabling blockchain innovations with pegged sidechains"},{"key":"ref25","year":"2018","journal-title":"Advancing the Art of Blockchain Technology"},{"key":"ref50","year":"2018","journal-title":"Ethereum Energy Consumption Index (Beta)"},{"key":"ref51","article-title":"Method of block chain verification to authenticate advertising payment chains","author":"jacobson","year":"2017"},{"key":"ref59","year":"2018","journal-title":"Nyiax"},{"key":"ref58","author":"buntinx","year":"2017","journal-title":"Coinbase Issues Make it More Difficult to Sustain Bitcoin Bull Run NewsBTC"},{"key":"ref57","year":"2018","journal-title":"Crypto-Crisis Everything You Need to Know About the Ethereum ‘Hard Fork’"},{"key":"ref56","author":"mcmillan","year":"2014","journal-title":"The Inside Story of Mt Gox Bitcoin’s $460 Million Disaster | WIRED Wired"},{"key":"ref55","author":"o\u2019reilly","year":"2016","journal-title":"‘BLATANTLY ILLEGAL’ 17 Newspapers Slam Ex-Mozilla CEO’s New Ad-Blocking Browser Business Insider"},{"key":"ref54","author":"kastelein","year":"2017","journal-title":"Comcast’s Advanced Advertising Group and Participants Announce Blockchain-based Technology Platform BlockchainNews"},{"key":"ref53","year":"2018","journal-title":"What is AdEx"},{"key":"ref52","year":"2018","journal-title":"adChain—Unlocking the Blockchain for Digital Advertising"},{"key":"ref10","year":"2018","journal-title":"Data Science Blockchain and Advanced Research Subcommittee"},{"key":"ref11","year":"2018","journal-title":"Papyrus"},{"key":"ref40","year":"2018","journal-title":"Latency Restrictions and Peering | Real-Time Bidding Protocol Google Developers"},{"key":"ref12","author":"swan","year":"2015","journal-title":"Blockchain Blueprint for a New Economy"},{"key":"ref13","author":"whitwam","year":"2017","journal-title":"NotPetya Ransomware Hackers Want 100 Bitcoins for Decryption Keys Extremetech"},{"key":"ref14","author":"biddle","year":"2012","journal-title":"The Secret Online Weapons Store That’ll Sell Anyone Anything Gizmodo"},{"key":"ref15","author":"popper","year":"2017","journal-title":"Opioid Dealers Embrace the Dark Web to Send Deadly Drugs by Mail The New York Times"},{"key":"ref16","author":"greenberg","year":"2013","journal-title":"Meet the ‘Assassination Market ’ Creator Who’s Crowdfunding Murder With Bitcoins Forbes"},{"key":"ref17","doi-asserted-by":"publisher","DOI":"10.1145\/2594288"},{"key":"ref18","doi-asserted-by":"crossref","DOI":"10.2139\/ssrn.2977811","article-title":"Ontology of blockchain technologies. Principles of identification and classification","author":"tasca","year":"2017"},{"key":"ref19","doi-asserted-by":"publisher","DOI":"10.4337\/9781784717766.00019"},{"key":"ref4","doi-asserted-by":"publisher","DOI":"10.1145\/2068816.2068843"},{"key":"ref3","article-title":"An entropy-based methodology for detecting online advertising fraud at scale","author":"pastor valles","year":"2016"},{"key":"ref6","author":"davies","year":"2017","journal-title":"The Gloves are Off The Guardian Sues Rubicon Project for Undisclosed Fees Digiday"},{"key":"ref5","article-title":"Compendium of ad fraud knowledge for media investors","author":"kotila","year":"2016"},{"key":"ref8","year":"2017","journal-title":"Basic Attention Token"},{"key":"ref7","author":"tynan","year":"2016","journal-title":"WhatsApp Privacy Backlash Facebook Angers Users by Harvesting Their Data The Guardian"},{"key":"ref49","author":"walsh","year":"2013","journal-title":"The Surprisingly Large Energy Footprint of the Digital Economy"},{"key":"ref9","year":"2018","journal-title":"The adToken Lunarscape"},{"key":"ref46","doi-asserted-by":"publisher","DOI":"10.1145\/3005745.3005752"},{"key":"ref45","article-title":"WFA guide to programmatic media (what every advertiser should know about media markets)","author":"kotila","year":"2014"},{"key":"ref48","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0163477"},{"key":"ref47","year":"2017","journal-title":"Production Transparency in the U S Advertising Industry"},{"key":"ref42","article-title":"Children and digital marketing—Rights risks and responsibilities","author":"nyst","year":"2018"},{"key":"ref41","author":"drange","year":"2018","journal-title":"Markedsførere Krever Omfattende Reform AV Det Digitale Annonsesystemet"},{"key":"ref44","first-page":"1","article-title":"Click fraud detection in mobile ads served in programmatic exchanges","volume":"5","author":"badhe","year":"2016","journal-title":"Int J Sci Technol Res"},{"key":"ref43","doi-asserted-by":"publisher","DOI":"10.1145\/2872427.2882980"}],"container-title":["IEEE Access"],"original-title":[],"link":[{"URL":"http:\/\/xplorestaging.ieee.org\/ielx7\/6287639\/8274985\/08478235.pdf?arnumber=8478235","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,1,26]],"date-time":"2022-01-26T17:02:28Z","timestamp":1643216548000},"score":1,"resource":{"primary":{"URL":"https:\/\/ieeexplore.ieee.org\/document\/8478235\/"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2018]]},"references-count":75,"URL":"https:\/\/doi.org\/10.1109\/access.2018.2872694","relation":{},"ISSN":["2169-3536"],"issn-type":[{"value":"2169-3536","type":"electronic"}],"subject":[],"published":{"date-parts":[[2018]]}}}