The blockchain would help to power the advertising marketplace assisting advertisers control what they buy, sell and advertise.This would let advertisers trade advertising contracts through the use of its patented Financial Matching Engine running on the blockchain.This could be used to buy, sale and rent advertising contacts by using futures/forward methodology. The whole marketplace is trusted and transparent and provides better return on investment for advertisers by reducing cost during the deal lifecycle. It would have benefits for both publishers and advertisers. It would encourage direct buying power improves advertiser return of investment by reducing the need to purchase inventory through third-party intermediaries.