AdLedger Consortium To Promote New Data Security Ad Tech

AdLedger, a new advertising tech consortium group, has formed. It explores growing ‘blockchain’ advertising technology.

Blockchain technology can increase advertising transparency and improve data security, as well as streamline the digital-advertising supply chain. This is something media agencies and marketers have called for in the last several years.

The group says there is “potential of a real-time, blockchain-based, peer-to-peer network to lower costs for publishers, while increasing transparency and ROI for advertisers.”

Some have called the “blockchain” nearly tamper-proof.

The consortium, citing the IAB, says the ad industry loses an average of $8.2 billion per year, in a combination of “fraud and supply-chain weakness.”

Founding AdLedger members include tech companies IBM, MadHive, Integral Ad Science and TV station group Tegna.

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AdLedger will also look at rules and standards for audience segments, regulatory compliance, data uploads and encryption issues.

Babs Rangaiah, executive partner of global marketing of IBM iX , stated: "We are particularly interested in blockchain’s potential to solve many of the issues facing programmatic buying today.”

Jim Wilson, president of Premion, an OTT ad-sales division of Tegna, said such issues include solving frequency capping, attribution and data quality.

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