IBM (NYSE:IBM) and Salon Media are piloting a proof-of-concept Blockchain product created by AdLedger, a nonprofit consortium that develops shared ledger technologies for the digital advertising market, Marketing Dive reported April 18.
“The Campaign Reconciliation Project” leverages Blockchain tech to short-circuit intermediaries between advertisers, publishers and consumers, which currently render the industry vulnerable to high-tech ad fraud, such as bot fraud and domain spoofing. Targeting campaign reconciliation in particular, the Proof of Concept (PoC) records contractual conditions, publisher payments, and details about fulfilment of contractual terms in a shared system that is immutable and fully auditable, PRWeb further reports.
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