The possibilities of using blockchain technology in digital marketing

The paper investigates the possibilities of using blockchain technology in digital marketing. The decentralized blockchain system has been presented and key factors of the technology's success have been highlighted. After the analyses conducted, it has been established that the blockchain would change personalized advertising and allow establishing a new type of communication between the consumer and the manufacturer. The paper concludes that the blockchain technology allows the market participants to enter into a smart contract, which does not allow shifting to the next stage of the process without fulfilling the contractual condition that ensures the fulfillment of obligations by each party of the contract and implementation of a transparent business policy.