In a report by
Campaign, Unilever said it completed a blockchain pilot for tracking advertising spend, with “zero leakage” in media investments. It wants to scale up the solution.
Unilever is part of a
consortium for ad-buying blockchain solutions along with ad software company Mediaocean, Kimberly-Clark, Pfizer and IBM Watson Advertising.
One of the biggest problems with calculating digital advertising spend is reconciliation. With several intermediaries who provide varied digital services, it becomes difficult to track the money spent – hence the term digital media supply chain. It is estimated that intermediaries take about 60% of the funds that brands pay for ad-buying. In 2014, the Internet Advertising Bureau gave a figure of 50% plus.
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