BREAKING NEWS

IAB details blockchain pilot working groups for digital advertising

IAB details blockchain pilot working groups for digital advertising
20 Jul
11:20

Blockchain has gained yet another foot in the adtech door with news that the Interactive Advertising Bureau (IAB) US launching a new pilot program to test and provide best practice use cases in the digital advertising sphere.

The Blockchain Working Group pilot program sits under the IAB Technology Laboratory and is focused on testing products and services based on blockchain technology for digital advertising. It hopes to publish a whitepaper looking at best practices which could lead to developing standards to support such applications of blockchain technology in the digital advertising industry.

Members actively involved in the IAB program include FusionSeven, Kochava Labs, Lucidity and MetaX, with each piloting emerging blockchain-based offerings with supply chain partners including advertisers, agencies, DSPs, exchanges, publishers and technology vendors.

As an example, IAB said Lucidity’s ‘Layer 2’ infrastructure protocol is being used in a pilot to verify ad impressions and improve programmatic supply chain transparency through a decentralised, shared and unbreakable shared ledger. This will be followed by other pilots looking into fee transparency, digital publisher signatures and audience verification.

Blockchain technology by definition refers to a decentralised and encrypted ledger platform that can immutably store digital data so it can be securely shared across networks and users. Each transaction it stores is referred to as a ‘block’, and each block along with its linkages, are all stored and accessible in the blockchain. The transacting processing technology is the underlying framework for cryptocurrencies such as bitcoin.

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