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Commercial advertisement (ad) dissemination has been proliferating on connected vehicles, allowing users to promote their products via vehicle-to-vehicle/-infrastructure communications. Despite the prospect of ad dissemination in vehicular networks, it faces challenges upon deployment especially on security and privacy. Particularly, vehicles may collude to defraud the advertiser to obtain rewards without disseminating ads, which may cause unfair “free-riding” issue in these activities. Furthermore, concerns on possible privacy leakage may discourage vehicles to participate in the process of ad dissemination. In addition, external DDoS attacks and internal single point of failure may also affect service availability. To address these issues, we explore the potential of blockchain technology to construct a fair and anonymous scheme for advertising in vehicular networks. We first present the overview of the blockchain …