Blockchain - the hype word of the year 2018?

"Blockchain" is the most overrated word of the year for 2018 according to a survey by the US media and marketing platform Mediapost. The interviewed advertising professionals should also vote for the most important word of the year. The result is strange for those who know a bit about blockchain technology.

The survey was attended by around 300 representatives from advertising marketing and advertising agencies. While more than a quarter of the participants agreed with what they consider to be the overvalued word Blockchain, the second place is shared by two terms: "AI", ie Artificial Intelligence, and "Programmatic". In third place lies "Crypto". Interesting detail is that all four terms are located in the world of IT and the Internet.

Of blockchain and crypto topics, the advertising experts 2018 obviously have seen more than enough. Presumably, many topics in the industry and many customer discussions revolved around blockchain technology. For some Ad Manager, apparently too many.

The surveyed executives should also name what they consider to be the most important word of the year. Ironically, advertisers voted # 1 "transparency."

Blockchain vs. Transparency?

This result is strange given the negative vote for the word Blockchain. For many in the blockchain scene, it should make for smiles. Because the terms blockchain and transparency are practically indistinguishable.

After all, it is the core idea of ​​blockchain technology to bring trust into digital processes. Sources of content, such as text, images, or metrics, can be proven using the blockchain: the decentralized, virtually unmanageable digital directory keeps track of when, who, what, and what worked. So this is maximum transparency.