Mindshare gets behind blockchain advertising alliance

Alliance designed to address industry challenges in programmatic advertising and features MediaMath, Rubicon Project and Integral Ad Science

blockchain_ecosystem-100697393-orig.jpg
blockchain_ecosystem-100697393-orig.jpg

Mindshare and blockchain provider, Zilliqa, have partnered with MediaMath, Rubicon Project and Integral Ad Science to build a programmatic alliance on blockchain designed to address industry challenges in programmatic advertising.

Programmatic advertising is the automated buying, selling, placement and optimisation of digital advertising and is worth billions globally. In a blog, Zilliqa stated only a fraction of money that advertisers spend actually reaches the publisher, as a huge amount of money is lost through intermediaries or to ad frauds that are conducted by bots.

In response, Mindshare and Zilliqa have partnered with MediaMath, Rubicon Project, and Integral Ad Science in developing the first prototype, ‘Project Proton’, which aims to transform the current programmatic advertising ecosystem by providing a way for all the stakeholders across the value chain to interact in a secure and verifiable manner through smart contracts on a high throughput blockchain.

Zilliqua said Project Proton will explore blockchain solutions to address industry challenges in programmatic advertising through a few phases. The first focus is automated settlement based on viewability verification methods that will help to enable a business model where the advertisers have to pay only for the ad impressions that have been deemed viewable, brand-safe and are free from any ad fraud.

The aim of the alliance is to assess the applicability of blockchain technology into the world of advertising by testing two critical components of this technology: One on the throughput; the other to arrive at the right consensus protocol.

The alliance includes multiple businesses in the programmatic advertising supply chain including advertisers, advertising agencies, Demand Side Platforms (DSPs), Supply Side Platforms (SSPs), Data Management Platforms (DMPs), trading desks, independent verification companies and publishers.

This makes it suitable for the enterprise level implementation of the project for all the partners involved in a transparent manner so that all the actors in the ecosystem can completely trust each other allowing the entire programmatic ad space to grow.

Mindshare announced a partnership with Zilliqa last year to build blockchain applications for the digital advertising industry. Project Proton is the first phase of this partnership that will evaluate how Zilliqa’s blockchain protocol can address some of the potential applications of this technology to the advertising industry. Findings should be ready before the end of the year.

“We are absolutely delighted and thankful to have MediaMath, IAS, Rubicon Project and Underscore CLT partner with us on this project with Zilliqa. There are many claims and speculations on the applicability of this technology to our business. Project Proton is designed to test this, particularly in the areas of building consensus and managing high throughput,” said Mindshare AMENA chief development officer, Gowthaman Ragothaman.

Read more: Advertising supply chain woes can be solved by blockchain: Adbank

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu       

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in