McDonald’s, Virgin Media And Nestlé Join Blockchain Pilot For Digital Ad Spend Transparency

McDonald’s, Virgin Media and Nestlé are joining a pilot program to test whether blockchain technology can increase trust and transparency in digital advertising.

The blockchain pilot program, announced earlier this year by the Joint Industry Committee for Web Standards (JICWEBS), the UK digital ad trading standards body, will evaluate the benefits of blockchain and distributed ledger technology (DLT) on the transparency and trust issues around the digital advertising supply chain.

McDonald’s, Virgin Media and Nestlé are the first brands to take part in the pilot program and they will be joined by their respective media agencies, including OMD UK, Manning Gottlieb OMD and Zenith. JICWEBS has also partnered with London-based tech business FIDUCIA to help implement the blockchain solution.

The blockchain pilot program, which JICWEBS plans to run across the rest of the year, will explore how blockchain can help make ads more trustworthy. Further stages of the pilot will look to “optimize the supply chain and gain operational efficiencies for all involved.” If successful, JICWEBS plans to consult with the industry on how best to roll this out in 2020.

“Blockchain is a new technology being tested in many diverse industries,” said Nestlé’s Head of Media Communications Steven Pollack. “It’s great to be one of the first brands to gain insight into it potential in programmatic.”

“This technology offers us the opportunity to see a truly transparent picture of our investment across the digital supply chain,” said Kat Howcroft, senior media and budget manager at McDonald’s. “We are also eager to understand the potential impact that this may have on our ROI and efficiency.”

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