Advertisers are introducing blockchain technologies to ad tech platforms and private marketplaces in hopes of straightening out some of the complicated mess that now defines digital advertising. A handful of companies have announced they’ve used blockchain in a number of ways to combat ad fraud and improve efficiencies in the digital advertising sector. Some players are using blockchain to deliver more transparent attribution and verification for digital advertising; others are using blockchain-based currencies to enable global ad purchases without worrying about exchange rates; others say it can be used to share audience data between firms and platforms while protecting privacy. To date, most of the fuss has been around using blockchain to combat fraudulent behavior in digital advertising by making…