På IBM vill man med hjälp av blockkedjan få till teknik som skapar en helt annan transparens på annonsmarknaden.
IBM anser att transparens är det underliggande problemet för dagens annonsmarknad. Därför vill man ta fram ett nytt system för att leverera annonser, med hjälp av blockkedjan.
“IBM believes blockchain can solve quality, security and transparency issues because validated transactions are instantly committed to all ledgers in the network. This helps parties understand where money is going and who received what,” säger Babs Rangaiah från IBM.
Först ut att testa är Unilever och Salon Media Group.
“This proof of concept will not only help publishers like us regain more control over our inventory, but will also illuminate where inefficiencies exist within the long and complex supply chain. The shared ledger on the blockchain will act as a single source of truth, creating indisputable transparency for both the brand itself and the publisher, which will aid in greater accuracy during reconciliation as well as make advertiser spend much more efficient,” kommenterar Ryan Nathanson från Salon Media Group.