Mindshare is a media agency network who has made a partnership with a software company called Zilliqa Research, an online advertising company called Rubicon Project, a programmatic marketing technology company called MediaMath and a Media company called Integral Ad Science. A blockchain technology-based programmatic supply chain reconciliation is designed for PepsiCo through the partnership.
The Director of Consumer Engagement for PepsiCo AMENA Farida Shakhshir said, “We are happy to be partnering with Mindshare to test the application and value add of blockchain in media. It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”
The test was carried out as a part of Project Proton in March 2019. 28% increased efficiency related to costs for viewable impressions has been noticed. The main purpose of creating Project Proton is to explore solutions. Addressing those challenges related to programmatic advertising which are faced by the industry is a reason behind the solutions.
The media agency network Mindshare is located in London, the United Kingdom. The belief of Mindshare is that everything begins and ends in media in the present world. The role of Mindshare is to facilitate clients in growing their business. It is made of 116 offices across 86 countries. Offices are dedicated to forging a competitive marketing advantage. The advantage will be for businesses and their brands. Mindshare is a part of GroupM. It looks after a media investment management sector. The sector belongs to the leading communications services group WPP, the official LinkedIn account of Mindshare reported.
The complete campaign budget can be delivered through the blockchain technology of Zilliqa. The programmatic supply chain reconciliation actually used smart contracts created on the blockchain of Zilliqa. Impressions are reconciled through the smart contracts. They are delivered from multiple data sources through an internal Native Alliance Token (NAT), Media News 4u reported.[The views and opinions expressed in this article are those of the authors and do not necessarily reflect the views and/or the official policy of the website. ]