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

Blog Posts

Channelling climate positive design

As we enter 2020, the new decade spells infinite possibility in digital and design. Yet ironically, the biggest trend we’re facing has nothing to do to with innovative technology. It is something much more ‘down to earth’: The state of our planet. Or more specifically: Climate change.

Katja Forbes

Founder and chief, sfyte

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

I think some of these ideas are great. These tips will help me to improve my system. Thanks!

Henry Reid

9 Ways to Improve Your Company's CRM System

Read more

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...

Vee.

How the ABC used an online community to help build a movement

Read more

Thank you for your feedback, Astha! Always appreciated.

Vanessa Skye Mitchell

5 things marketers should know about data privacy in 2020

Read more

Latest Podcast

More podcasts

Sign in