In 2017 WPP’s marketing services company Mindshare started working with the Singapore public blockchain Zilliqa on
Project Proton. The initiative aims to make digital advertising buying more cost-effective. Today the group announced a 28% efficiency improvement was shown in March tests for PepsiCo ads run in the Asia Pacific. The benefit related to costs for viewable impressions.
The problem in digital advertising is a small proportion of the money spent by advertisers reaches publishers. Between the advertiser and publisher there are layers of intermediaries who each take a cut of the spending. Plus a significant proportion of ad spend is fraudulent or wasted including from bots.
Hence the aim is to ensure spending is on verifiable ads. The project uses smart contracts and an internal Native Alliance Token (NAT). The only ads paid for are those deemed viewable, brand-safe and free from any ad fraud. It enables transparency so that it’s clear which payments go to each party. Additionally, encryption is used to enable privacy so each party can only view data according to their role.
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