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Digital technology should make the advertising business more efficient. But it has not at least not from the perspective of companies that place ads or the content publishers who sell ad space to them. Laden with middlemen and clouded by convoluted, proprietary ad placement platforms, the modern digital advertising industry faces serious challenges.New Yorkbased MadHive is on a mission to solve them. Using blockchain technology and smart contracts, MadHive is constructing an ad tech platform