This week Telefonica Tech said that the Adwatch advertising monitoring solution will integrate TrustOS, the Telefonica blockchain certification tool. The aim is to evolve Adwatch metrics into irrefutable evidence ‘that can be used in court’.
Digital ad fraud is a huge problem. Juniper Research estimated that it would result in losses of $68 billion in 2022, with $23 billion of that in the United States. Whether its bots faking the ad views or click spamming, the problem is pervasive. Adwatch reckons its solution saves 20% of ad spend.
Several major agencies – Dentsu, Havas, Interpublic and Mindshare – are already using Adwatch alongside significant brands such as Coca Cola, Unilever, IBM and P&G.
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