On Tuesday, IBM iX discussed blockchain and programmatic at Cannes Lions International Festival of Creativity. For those of you who don’t know, blockchain is a ledger of transactions that’s trackable and traceable — giving users total transparency. There tends to be a struggle with whether programmatic advertising is worth it. By integrating blockchain, it will be easier for those questioning programmatic to see every step along the way and where their money is going in real time. The image to the right does a great job explaining blockchain and recapping the talk at Cannes Lions. Blockchain will not only be an important trend in advertising but will become a large part of how all businesses run in the future.