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

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in