In a global-first, smart contracts based on verified ad impressions using blockchain-based programmatic have been trialled
A blockchain-based test of programmatic advertising for PepsiCo has improved ad efficiency by 28 per cent as a result of using smart contracts.
Blockchain-backed advertising is being trialled through Project Proton, a Mindshare-driven alliance of blockchain programmatic ad tech, to improve buying efficiency, ensure brand safety and improve transparency by automating based on viewability verification methods.
The goal is to ensure advertisers only pay for ads served in environments deemed to be viewable, safe for the brand, and free of advertising fraud. In this case, the test ran in March this year and compared viewable impressions in two versions - one campaign using blockchain-backed smart contracts and the other without.
Farida Shakhshir, director of consumer engagement PepsiCo AMENA, said the company wanted to test the value add of blockchain in media.
"It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”
Blockchain, a decentralised online database, uses a ledger of entries that are fixed, secure and validated by the network, rather than a single authority. And it is this process which delivers the transparency and trust in the programmatic advertising, typically an ad environment relying on multiple platforms and intermediaries.
Programmatic advertising, which automates buying, selling and placing advertising, can be fraught with inefficiencies and risks from intermediaries, ad fraud from malicious bots and wasted advertising dollars. The Project Proton group set about exploring how to improve the system by developing verification methods for viewability so that advertisers only pay for ad impressions deemed viewable, brand-safe and free from ad fraud.
Commenting on the potential of blockchain-based smart contracts for programmatic advertising, Gowthaman Ragothaman, global lead for blockchain GroupM, which includes MindShare, said: “The impact on marketing budgets and performance brings great value to the advertiser."
The next phase in the project will be to include payments to publishers and other metrics built into the smart contracts.
The Project Proton group, formed by MindShare in 2017 to evaluate how Zilliqa’s blockchain protocol can tackle challenges in the digital advertising industry, includes Zilliqa Research, Rubicon Project, MediaMath and Integral Ad Science (IAS).
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
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.
The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...
Sergiu Alexei
The top 6 content challenges facing B2B firms
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation
Check out tiny twig for comfy and soft organic baby clothes.
Morgan mendoza
Binge and The Iconic launch Inactivewear clothing line
NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...
talalyousaf
NetSuite to acquire Bronto's digital marketing platform for US$200m
Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training
Infosectrain01
3 ways Booking.com is improving its B2B marketing game