IBM And Salon Media Pilot Blockchain Project To Prevent Fraud In Advertising Industry
From Cointelegraph
IBM and Salon Media are piloting a proof-of-concept Blockchain product created by AdLedger, a nonprofit consortium that develops shared ledger technologies for the digital advertising market, Marketing Dive reported April 18.Read more: https://cointelegraph.com/news/ibm-and-salon-media-pilot-blockchain-solution-for-digital-ad-transparency“The Campaign Reconciliation Project” leverages Blockchain tech to short-circuit intermediaries between advertisers, publishers and consumers, which currently render the industry vulnerable to high-tech ad fraud, such as bot fraud and domain spoofing. Targeting campaign reconciliation in particular, the Proof of Concept (PoC) records contractual conditions, publisher payments, and details about fulfilment of contractual terms in a shared system that is immutable and fully auditable, PRWeb further reports.
Chad Andrews, global solutions leader of advertising at IBM, wrote in AdWeek April 18:
“With a Blockchain backed peer-to-peer network, achieving transparency in the digital advertising supply chain is possible. But, ensuring its success will require the entire industry, including advertisers, ad tech providers, publishers and agencies to coalesce around a shared, auditable version of truth. Such a pact would facilitate a groundbreaking level of transparency across auditing, reconciliation, fraud detection, discrepancy management and payments.”
I'm skeptical of how well any blockchains will do in the highspeed demands of ad trafficking. This is a big problem that blockchain seems almost perfect to address as long as it can be fast enough.
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Nice post