Today, UK-based cross-industry body
JICWEBS announced new participants to its blockchain pilot for digital advertising. The trial aims to evaluate the use of blockchain to address the trust, transparency and inefficiency problems faced by the digital advertising industry.
The pilot now has several new significant advertisers and their agencies. The first to sign up earlier in the year were
Nestlé, McDonald’s and Virgin Media and their agencies. Today’s announcement expands the membership from six to 22 (see below) including Unilever, Sky and O2. Several agencies are participating, such as Mindshare, Zenith, OMG and Havas.
The Incorporated Society of British Advertisers (ISBA), which is one of the founding members of JICWEBS, is conducting a study of the programmatic supply chain along with PwC. Primarily, the ISBA study will provide insights on some of the problems faced by the digital advertising industry. In turn, the blockchain pilot will attempt to solve these problems using distributed ledger technology (DLT).
Article continues …
Want the full story? Pro subscribers get complete articles, exclusive industry analysis, and early access to legislative updates that keep you ahead of the competition. Join the professionals who are choosing deeper insights over surface level news.
