260. IJRM. Distributed Ledger Technology & Advertising.
April 6, 2023
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There has been a lot of buzz around distributed ledger technologies, like blockchain, and how they could revolutionize the way people market their businesses.
Today we’re speaking with professor Mingyu (Max) Joo about how distributed ledger technology could help improve brand safety, consumer privacy and transparency in digital advertising.
Topics include:
The current digital advertising ecosystem and where the disconnects between advertisers, digital publishers and consumers currently exist.
The four properties associated with distributed ledger technology that underly their promise, but also make their adoption challenging.
Four recommendations for how distributed ledger technology can address these issues and improve the digital advertising ecosystem.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Mingyu (Max) Joo is an Assistant Professor of Marketing at School of Business, University of California, Riverside. Prior to joining UCR, he was an Assistant Professor of Marketing at Fisher College of Business, Ohio State University. He holds a Ph.D. in Marketing from Syracuse University, an M.S. in Statistics from Stanford University, and a B.S. in Industrial Management from KAIST. His research focuses on practical problems in advertising, pricing, and product design using quantitative modeling methods. His recent papers have appeared in Management Science, Quantitative Marketing and Economics, Emotion, International Journal of Research in Marketing, and Journal of Retailing.
Max is the recipient of the 2015 John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science, the finalist for the 2021 and 2022 Don Morrison Long Term Impact Award for a significant long run impact, and the finalist for the 2015 Frank M. Bass Award for the best marketing paper derived from a Ph.D. thesis.
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International Journal of Research in Marketing
Mingyu (Max) Joo