Today telecoms firm Bharti Airtel which boasts 350 million mobile subscribers, announced a strategic investment in blockchain startup Aqilliz. The adtech was a spinoff of public blockchain Zilliqa, and started with an ad tracking solution.
With Google’s plans to remove cookies from the Chrome web browser, Aqilliz developed a federated learning solution that uses both permissioned and public blockchain to enable advertisers and publishers to share data in a privacy-preserving manner. Airtel intends to use it.
Google’s planned update could have a massive impact if Apple’s recent App Tracking Transparency IOS change is anything to go by. As of September 2021, globally, just 21% of users now allow IOS tracking, falling to 15% in the United States, according to Flurry. Facebook reckons Apple’s change will cost it $10 billion in revenue this year.
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