IBM, Mediaocean announce blockchain consortium to tackle what’s wrong with ad tech
The effort, expected to launch by the end of this year, will track transactions on real-time programmatic platforms.
And now a new ad-focused blockchain consortium has recently been announced this month by heavyweights IBM — through its iX digital agency — and advertising software provider MediaOcean. It already counts ad giants Unilever, Pfizer, Kimberly-Clark, Kellogg and IBM Watson Advertising among its inaugural participants.
The as-yet-unnamed consortium, unveiled last month at Cannes Lions Festival of Creativity, is powered by the blockchain protocol developed by IBM and made open source, called Hyperledger. The blockchain environment will be built on Mediaocean’s campaign management platform, which already handles more than $140 billion in annual ad spending.