IBM, Mediaocean announce blockchain consortium to tackle what’s wrong with ad tech
And now a brand new ad-focused blockchain consortium has lately been introduced this month by way of heavyweights IBM — thru its iX virtual company — and promoting device supplier MediaOcean. It already counts advert giants Unilever, Pfizer, Kimberly-Clark, Kellogg and IBM Watson Promoting amongst its inaugural contributors.
The as-yet-unnamed consortium, unveiled final month at Cannes Lions Competition of Creativity, is powered by way of the blockchain protocol advanced by way of IBM and made open supply, known as Hyperledger. The blockchain atmosphere shall be constructed on Mediaocean’s marketing campaign control platform, which already handles greater than $140 billion in annual advert spending.
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