Any thing can run on blockchain
Just because everything can be run on a blockchain (note: blockchain is just a data structure; a form of arranging data) it does not mean that everything should run on a blockchain.
Many people seem to misunderstand the real purpose of a blockchain. If you just want to add 'blockchain' as a tag for something, you are not making it better in any way.
The problems you are trying to fix can not be fixed by the use of a blockchain.
But.. feel free to outline. How would you fight ad fraud with 'a blockchain' ?
I haven't said that's what I am doing yet, but you can't say it can't be done.
Third party involvement in the negotiating process have left a loophole in the heart of digital advertising sphere.
A proper smart contract to create an enabling environment for digital advertisers and publishers is underway
If you are talking about the loopholes of advertising to be filled by blockchain, I guess you've probably boarded the wrong train dude.
It makes you think that blockchain, if it can be used anywhere, can be injected in such an analytical field like digital advertising?
There are lots of bugs and bots out there to cheat the whole system and make money side by side for the publishers (those who cheat the system) and not all companies are efficient enough to catch them the way Google does. Blockchain can only fetch and keep records of the data that's being filled with by the amount of clicks/cPM sent, but can't really catch those who cheat it. It can only stop duplicate amount of fraud clicks/impressions, but cannot be that sufficient to remove those bugs or stop bots from looting the advertising media as blockchain is not what you've mentioned it for.
As of today's date, I've seen loads of projects popping up with ICOs using the name of "blockchain" - that they will do this and that with the use of blockchain and secure blah blah things, but not even 1% of these shitty projects have shown any real-time usage of blockchain till date in these projects.