Mediaocean, an ad services and software company, and IBM have announced the launch of a blockchain consortium for ad-buying blockchain solutions. Other members include Kellogg, Kimberly-Clark, Pfizer, Unilever and IBM Watson Advertising.
The consortium will use blockchain to solve the major problem of the industry: middlemen.
Currently, middlemen plague the ad-buying scene, driving up costs for buyers and reducing income for sellers. It’s not a matter of one middleman. There are several layers of technology providers and agencies.
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