IBM And Media Company Salon Join AdLedger For Advertising Project Using Blockchain
Media company Salon, which launched in 1995, has teamed up with IBM and non-profit AdLedger to create a Proof-of-Concept (PoC) permissioned blockchain for advertising. The project aims to create a programmatic ad-buying interface, eliminating fraud and bringing transparency to the advertising industry.
“This proof of concept will not only help publishers like us regain more control over our inventory, but will also illuminate where inefficiencies exist within the long and complex supply chain,” Ryan Nathanson, Chief Operating Officer of Salon Media Group, said in press release on April 18th.
The project itself will be built upon Hyperledger Fabric, which was created by the Linux Foundation in 2015.
“As an advertiser, we know better than anyone that the current digital advertising system is broken,” Chad Andrews, IBM’s Global Solutions Leader of Advertising, said in a statement. “We believe that blockchain can help our advertising dollars go further by eliminating unnecessary intermediaries, and combining disparate sources of data and reconcile immediate metrics based on measurement KPIs tied to campaign delivery.”
In an interview with Bitcoin Magazine, Christiana Cacciapuoti – Executive Director at AdLedger – stated, “to be clear, the goal is not to develop production-ready software; the goal is to really expose the potential of blockchain and show our members what it can do so they feel comfortable putting those rules and standards into place.”
According to Cacciapuoti, the project should launch within the coming weeks and will run for at least one month, allowing data collected to become statistically significant.
AdLedger is a non-profit research and development consortium aiming to implement global technical standards and solutions for the digital media and blockchain industries. The consortium currently consists of 30 members, including IBM and Salon.