Abstract: Although the digital media advertising industry represented by the internet advertising has rapidly developed in recent years,some urgent problems are continuously emerging,such as the opaque process of digital media adverti-sing,falsified feedback data,low efficiency caused by multi-level agency,and advertisers’ resources and funds are wasted without knowing statistical response.Blockchain technology provides a possible solution with a decentralized trusted P2P distributed network.Using the technologies such as Blockchain and smart contract,this paper attempted to construct an online advertising model via Blockchain which possesses some extraordinary characteristics like distributed P2P network,decentration,non-repudiation,tamper-resistant,transparency in trades,traceability and trusted consensus mechanism,so as to explore a new advertising commercial ecosystem,thus providing a safe,unconstrained,efficient,automated and intelligent electronic marketplace for advertisers and other advertising practitioners.In the combination of advertising practice and Blockchain technologies,this paper also depicted a complete running process of online adverti-sing model via Blockchain.At last,this paper gave some prospects of smart contracts and business models,as well as further combination with other mature technologies.

Key words: Advertisement data, Blockchain, Business model, Digital media advertising, PBFT