Blockchain was a top discussion point last year, but after the initial burst not much has appeared in the press. However, that doesn't mean that blockchain is any less important ... or its rollout dormant in any way. In fact, according to the AdLedger Conference hosted in partnership with GABBCON, Dear Marketers: Help Me Help You, there has been decisive progress in rolling out the protocol in the media industry. One major initiative is the creation of Ad Ledger, which is described as a "forum for collaboration" by Gabe Greenberg, Co-Founder GABBCON. Over the span of two years, Ad Ledger has quietly ramped up. Christiana Cacciapuoti as Executive Director, just annoucned a set of board members (including c-founding companies as Tegna, MadHIve and IBM), holding-company members and new rules of engagement. The most important aspect of Ad Ledger at this time is to educate the industry and present the parameters of what blockchain can and can't do.