The current model has already proven itself to be insufficient, and the consequences of inaction could impact not just retailers themselves, but millions of users across the globe.
Blockchain has the potential to resolve many of the issues facing ad networks, including the rampant fraud that is quickly, and unfortunately, becoming a central point of contention within the industry.
By creating models that disintermediate and give users more control, blockchain-based self-sovereign IDs and associated data marketplaces redefine the balance of power encompassing digital identities.
The acceptance and opportunities granted by the support of blockchain by major names like Amazon and Google add to ongoing momentum while paving the path for further disruption.
Smart contracts seemingly create automatically enforceable agreements but the reality is this blockchain technology still has a long way to go.
Unlike the current standards for awarding miles and points to loyal customers that come with numerous restrictions attached, new blockchain-based services are demonstrating that the capability for building a model that serves all participants across the value-chain in a mutually beneficial way.
For an industry that has been resistant to incorporating evolving technology into the mix, travel and tourism is ripe for disruption that will touch on every phase of the customer experience.
Just as institutional investors were quick to recognize the benefits of automated trading solutions, cryptocurrency investors will be the ultimate beneficiaries of the introduction of these services to the blockchain ecosystem.