The technology used to process cryptocurrency doesn’t need to be particularly fast. At peak, there were barely 500,000 global Bitcoin transactions per day.  

When you think about using the same technology for digital ad management, however, it becomes clear that the infrastructure would need to cope with tens of millions of transactions per second.  

Many people are starting to talk about the prospect for blockchain, the technology underpinning crypto-currency, to help manage the digital ad supply chain. The reality that blockchain solutions today suffer from a kind of latency that makes them unsuitable to digital ad scale may put the brakes on those dreams.  

But not for Babs Rangaiah.