IBM & Mediaocean Unite To Solve Advertising Issue Through Blockchain
IBM iX – Big Blue’s digital strategy arm – and ad software provider Mediaocean are uniting together to form a blockchain consortium the purpose of which is to solve certain biggest problem in theworld of advertising.
The international consortium, which has already registered main brands such as Kelloggs, Kimberly-Clark, Pfizer and Unilever, will be utilizing blockchain innovation technology to definitely “provide transparency and build trust and accountability” in the sphere and industry of advertising.
The attempt will view the development of a new blockchain resolution– applying IBM Blockchain and Mediaocean’s campaign control platform – that the companies say will ensure an inclusive and unchanging type of the digital advertisement delivery chain, promoting companies determine precisely where their ad budget is in fact being wasted.
Bill Wise, CEO of Mediaocean, said:
“In recent years, … the industry has been plagued with unsustainable economics and transparency issues that hinder progress – particularly around intermediary fees and non-working media. By partnering with IBM, we’re able to launch the first advertising blockchain solution that will improve spend transparency – at scale. ”
IBM iX’s Babs Rangaiah annotated that blockchain could ensure “a single source of truth to any given media buy, eliminating the doubt and uncertainty that is common today.”
The pilot blockchain ad decision will start in July according to the reports.