Blockchain: How it is changing digital marketing?

Blockchain is a digital, decentralized technology which has a huge contribution in taking digital marketing to a greater height, keeping a record of all transaction taking place in peer-to-peer networks. It can be compared to a shared ledger or an open record system. Each transaction is segmented by blocks, hence the name Blockchain. Nowadays digital marketing is growing rapidly. But another technology that is advancing rapidly is blockchain, which is set to change the world of digital marketing in a new way. As the blockchain doesn't have a centralized point, it doesn't have a single point of vulnerability, and hence is less at risk. Now it is also growing in the digital marketing industry, adding a new revolution to the association between consumers and businesses. Blockchain can affect digital marketing in many ways and one of the predicted changes is in the sharing of consumer's data. One of the most serious issues in online activities is privacy. Transparency will lead to more accountability. Blockchain will force businesses to become more transparent about their operations. That's because every step and record can be verified and documented for everyone to see on these open-source networks. Blockchain helps in authentication, in turn, it can prevent criminals and bots from stealing precious information. Blockchain technology is making Bitcoin or another cryptocurrency as a possible method of opportunity for payment types. The biggest aspect of blockchain technology is that it allows for decentralized communication between different parties, and everything is documented and verified. This paper is an attempt to study how Blockchain brings a change in Digital Marketing.