Global marketing company Mindshare has launched a trial smart contract campaign with PepsiCo, through the Project Proton blockchain programmatic alliance, and recorded a 28% increase in efficiency.
The trial was conducted last March in Asia Pacific involving viewable impressions on two campaigns: one with smart contracts and one without.
Other members of Project Proton such as Zilliqa Research, Rubicon Project, MediaMath and Integral Ad Science, helped drive the project. These members have now been collaborating for almost a year. As a whole they admit that they had always been optimistic about the potential of smart contracts but this test results with a major brand will be a huge incentive for the group.
PepsiCo, AMENA consumer engagement director Farida Shakhshir, said of the partnership:
“We are happy to be partnering with Mindshare to test the application and value add of blockchain in media. It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”
According to Mindshare, Ziliqa’s blockchain deploys the smart contracts which then reconcile impressions from different data sources alongside payments. This is achieved via the Native Alliance Token (NAT) in near real-time. Not only does it improve efficiency, it also results in better brand transparency, which is the motivation for Project Proton. This hopes to result in a system where advertisers only pay for ads served in viewable environments safe for the brand and free from fraud.
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