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Introduction

In recent years, online advertising has become a crucial aspect of the digital marketing ecosystem. However, the current online advertising landscape is plagued with issues such as inefficiencies, lack of transparency, fraud, and data privacy concerns. Distributed ledger technology (DLT), often referred to as blockchain technology, has emerged as a promising solution to address these challenges in online advertising by providing a transparent and secure platform for tracking transactions and ensuring trust among participants.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 Overview of online advertising
2.2 Challenges in online advertising
2.3 Introduction to Distributed ledger technology
2.4 Applications of DLT in various industries
2.5 Previous studies on DLT in online advertising
2.6 Benefits of using DLT in online advertising
2.7 Barriers to adoption of DLT in online advertising
2.8 Regulatory considerations
2.9 Comparison with traditional advertising systems
2.10 Future trends in DLT for online advertising

Chapter 3: Research Methodology
3.1 Research design
3.2 Data collection methods
3.3 Sampling techniques
3.4 Data analysis methods
3.5 Ethical considerations
3.6 Research limitations
3.7 Validity and reliability
3.8 Case study approach

Chapter 4: Discussion of Findings
4.1 Implementation of DLT in online advertising
4.2 Impact on transparency and trust
4.3 Reduction of fraud and inefficiencies
4.4 Data privacy considerations
4.5 Cost-effectiveness of DLT solutions
4.6 Challenges in adoption
4.7 Case studies of successful DLT integration
4.8 Future implications

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Implications for practice
5.3 Recommendations for future research
5.4 Conclusion

Thesis Overview on Distributed ledger technology for fair and transparent online advertising

Distributed ledger technology (DLT) has gained significant attention in recent years as a potential solution for ensuring transparency and trust in various industries. This thesis focuses on the application of DLT in the online advertising sector to address the challenges of fraud, lack of transparency, and data privacy concerns. The introduction provides an overview of the research background, problem statement, objectives, limitations, scope, significance, and structure of the thesis.

Chapter two presents a comprehensive literature review on online advertising, challenges faced by the industry, DLT technology, applications, previous studies, benefits, barriers to adoption, regulatory considerations, and future trends. Chapter three outlines the research methodology, including research design, data collection methods, sampling techniques, data analysis, ethical considerations, limitations, validity, reliability, and the case study approach.

Chapter four delves into the discussion of findings, covering the implementation of DLT in online advertising, impact on transparency and trust, reduction of fraud and inefficiencies, data privacy considerations, cost-effectiveness, adoption challenges, case studies, and future implications. Lastly, chapter five offers a conclusion and summary of key findings, implications for practice, recommendations for future research, and the overall conclusion of the thesis.

By examining the potential benefits and challenges of using DLT in online advertising, this thesis aims to shed light on how this technology can revolutionize the digital marketing landscape and pave the way for fair and transparent online advertising practices.

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