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Project Proton is a programmatic advertising alliance comprising leading organisations in the advertising industry which aims to explore the potential of blockchain to address some of the advertising industry’s perennial issues, spanning from ad fraud to increased inefficiency in administrative processes across the digital media supply chain.
ADVERTISER
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MEDIA AGENCY
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PROGRAMMATIC PARTNERS
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BLOCKCHAIN TECHNOLOGY
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OBJECTIVES
In this Asia Pacific campaign specifically designed for Mindshare client PepsiCo, the objective was to automate settlement on the programmatic supply chain, leading to greater cost-efficiencies and removing unnecessary intermediaries. Additionally, the use of smart contracts ensures that advertisers are only paying for ad impressions that have been deemed verifiably viewable, brand-safe, and free from any ad fraud.
EXECUTION
Throughout the course of a one-month period, Project Proton facilitated a blockchain-based programmatic campaign on the Zilliqa blockchain, alongside Aqilliz’s application layer:
  • Recorded impressions from PepsiCo, Mindshare and the other programmatic partners are ingested into the Aqilliz application layer for data authentication
  • The authenticated data will be sent to the Zilliqa blockchain, where smart contracts reconcile the impressions that are viewable, brand-safe and fraud-free based on pre-agreed rules
RESULT
Mindshare measured up to a
28%
cost-efficiency increase
in terms of costs for viewable impressions, in running the campaign through smart contracts when compared to one run under normal conditions.
KEY TAKEAWAYS
KEY01
Efficient reconciliation of impressions from multiple data sources with smart contracts.
KEY02
Automated, near real-time settlement of payments based on pre-agreed viewability-verification methods.
KEY03
Shared view of all transactions on a distributed ledger by all stakeholders allowing greater transparency.
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