Blockchain gives users more peace of mind when buying digital ads
作者：Keith Weed 和 Babs Rangaiah
It's often as simple as that. The supply chain behind Media Buy consists of three main players - customers, agents, and media assets - each with its own measurement resources. But this model has been phased out in the digital age, like an indoor antenna TV set-top box or a scheduled TV show. In today's procedural age, the ecosystem has been redefined by new advertising technology solutions that advertising service providers and multiple ad performance measurement companies have adopted.
This complex new environment poses a number of problems for businesses, including a lack of quality control, safety and financial transparency among many participants.
In factAccording to statistics【1】，About 20% of today's advertising spend is fraudulent.
Executives at many of the world's top advertisers desperately need a reasonable solution, including Unilever, one of the world's largest advertisers. This theme has become IAB Annual Leadership Meeting【2】the focus of the discussion. That's why IBM and Unilever began working together on a ground-breaking project that will build trust throughout the digital advertising buying ecosystem. At the heart of this project is blockchain.
Why blockchain?
Blockchain facilitates the secure interaction of digital assets, and we believe that building blockchain will address the lack of transparency and dark-box reconciliation. With blockchain, once a transaction is confirmed by a consensus process, it is immediately submitted to all ledgers in the network. We can look at the role of blockchain mechanisms in some common situations, such as e-mail. When an e-mail message is sent, the user actually sends a copy of the file, which is saved in several places. With blockchain, users have a complete ledger or database to securely store all blocks of information, so changes anywhere are reflected in all locations.
In addition, this design prevents data from being tampered with in reverse, ensuring the verifiability and integrity of transactions. By providing participants with a fully transparent process, blockchain ensures accurate status and minimizes operational risk.
Blockchain has the potential to transform advertising and many other industries. As our CEO, Rory Lang, says, "Blockchain affects transactions as much as the Internet affects communications." "Blockchain not only ensures trust and transparency, it also helps advertisers of all sizes reduce transaction costs, increase efficiency, simplify contracts, and improve invoice processing."
IBM and Unilever work together to build blockchain for media purchases
IBM and Unilever are already designing the first blockchain solution for media purchases. By using IBM blockchain【3】And by IBM iX【4】With a knife design, the series of solutions begins with the development of a basic financial reconciliation solution for digital media purchases, laying the foundation for solving a variety of problems across the system. Most importantly, it will provide greater transparency for advertising companies.
The first phase of the program will identify and correct reconciliation issues by providing a unified audience delivery view. By using smart contracts to validate agreed data, differences can be eliminated immediately without having to try to clear accounts weeks or months later, as many media purchases do. So far, we've tested a solution for historical data, and the results show that we're going to get a unified view that we're looking for: reconciliation, and a unified reconciliation view.
For the advertising industry, it's time to significantly reduce ad fraud and dramatically improve metrics. By using blockchain, we want to transform the media buying industry.
The author of this article
Keith Weed
Chief Marketing and Brand Marketing Officer, Unilever
Babs Rangaiah
Executive Partner, Global Marketing, iX, IBM Global Enterprise Consulting Services
RELATED LINKS http://www.scotsman.the following
https://www.cnbc.com/2017/03/15/businesses-could-lose-164-billion-to-online-advert-fraud-in-2017.html
https://www.iab.com/our-story/
https://www.ibm.com/blockchain/platform/
https://www-935.ibm.com/services/ibmix/
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