An advertising alliance comprised of blockchain provider Zilliqa, Mindshare, Rubicon Project, MediaMath and Integral Ad Science emerged on Wednesday to address the difficulties in programmatic advertising by building a blockchain-enabled programmatic partnership, said CMO.
Programmatic advertising is a billion dollar industry that is defined as an automated model of selling, placing, buying, and optimizing digital advertising. However, Zilliza said only a fraction of advertising revenue actually goes to publishers, as a significant portion of the money spent by advertisers is lost through ad fraud by bots and intermediaries.
This scenario prompted Mindshare and Zilliqa to partner with Integral Ad Science, MediaMath, and Rubicon Project to develop the first programmatic advertising prototype called ‘Project Proton’, which seeks to...
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