IBM Is Betting on Blockchain to Provide Transparency in Media Buying

Salon and Unilever are trying out the company's new platform

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Salon Media Group is working with IBM and AdLedger, a nonprofit focused on blockchain standards for digital advertising, on a proof-of-concept blockchain project for ad campaign reconciliation on Salon properties. The goal: to bring more transparency to Salon Media’s ad inventory through IBM’s blockchain platform.

Through a shared ledger, Salon is hoping to record contractual conditions, like recording impression data and how much Salon will be paid, in a shared system of record that IBM said is immutable and fully auditable.

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