A great post by Barry Levine of MarTechToday – “A variety of startups are using blockchain as a way to add transparency to the notoriously opaque ad tech system, including NYIAX, Kiip, Kochava and MetaX.
And now a new ad-focused blockchain consortium has recently been announced by heavyweights IBM — through its iX digital agency — and advertising software provider MediaOcean. It already counts ad giants Unilever, Pfizer, Kimberly-Clark, Kellogg and IBM Watson Advertising among its inaugural participants.
The as-yet-unnamed consortium, unveiled last month at the Cannes Lions Festival of Creativity, is powered by the blockchain protocol developed by IBM and made open source, called Hyperledger. The blockchain environment will be built on Mediaocean’s campaign management platform, which already handles more than $140 billion in annual ad spending.
The idea is that every step of an ad campaign — including purchase order and media execution — is recorded to blockchain, offering a transactional breadcrumb trail that is immediately distributed to all participants with access to a node, and that, for all practical purposes, is immutable.”… CLICK TO CONTINUE READING