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IBM and Mediaocean are collaborating on a blockchain-enabled advertising network focused on making the programmatic buying process more transparent.
This week, the companies are unveiling a pilot program that will let brands, agencies and publishers better track how their campaigns are spent across digital, TV, print and out-of-home channels. The network—which uses a custom blockchain built by IBM on top of Mediaocean’s campaign management platform—records how digital dollars break down across the digital ecosystem while also helping to cut down on the time spent on auditing.
A pilot test beginning in July already has buy-in from several major brands including IBM, Unilever, Kellogg, Kimberly-Clark and Pfizer that plan to run campaigns throughout the year.