There has been almost as much hype around blockchain as there has around AI, but one application which is clearly a big target for blockchain got the backing of the IAB Tech Lab his week, pushing it into a series of pilots which will show when programmatic advertising has definitely been viewed and offer transparency end to end through the purchasing process. Despite what anyone says in the supply chain for online advertising, it has suffered from “fraud” from the tiny expedient of counting a video advert that begun but closed down after a second of viewing as a full view, to more obvious manipulation of the viewing numbers – like billing for more adverts than were seen. Both Google…