Among the many notables of 2018, more and more marketers are understanding what blockchain can do for their businesses. This could be the year they put that know-how to work.

At its core, blockchain enables transactions between two parties without the need for third-party verification. Rather, it relies on consensus from the entire community. Put another way, rather than getting married in front of an officiant with a couple of witnesses and physically signing a marriage ledger, your union is recognised and legitimised by everyone within the community with an immutable, digital contract.

While it is technicallypossible to override the blockchain, to do so would require approximately 550 times the processing power of Google–well out of reach for even the most enterprising hacker.

For marketers, the dizzying highs and lows of Bitcoin, Ether, Ripple, etc., can be largely ignored. It is blockchain, the underlying technology of cryptocurrencies, that is powering a plethora of tools and services for the post-GDPR marketer.

The technology is stable, secure, and here to stay. Indeed, it looks like 2019 could be the year we start to see real traction for the use of blockchain in marketing.