Blockchain-based protocol adChain is intended to improve digital advertising’s disjointed supply chain so that all participants could get benefits.

MetaX, a Los Angeles-based company adopting blockchain for digital advertising, and DMA, the Data & Marketing Association providing the innovative and responsible use of data-driven marketing, have announced they are working together on the development of the first blockchain-based solution for the digital advertising industry. Firstly, the platform was unveiled in March.

Named adChain, the open protocol on the public Ethereum blockchain improves digital advertising’s disjointed supply chain. This solution instills transparency, efficiency and trust to an industry in need of a fresh approach.

adChain ensures improved digital advertising by providing an transparent, secure, balanced and efficient ecosystem. Traditional supply chain doesn’t prevent ad spend wasted on fake views and publishers losing revenue to spoofed domains. adChain improves the whole supply chain offering a secure environment for digital advertising and ensuring ad spend reaches quality inventory on qualified publisher sites.

adChain offers benefits for all participants of the supply chain from advertisers to publishers:

  • Advertisers will be able to purchase inventory from fraud-free sites. Besides, adChain provides verifiable campaign auditing via cryptographically secure impression tracking.
  • Publishers will be full owners of their domains and bad actors will not have a possibility to fraudulently use their identity in the advertising supply chain.

“As a leading advocate for the digital advertising community, DMA is uniquely positioned as the only marketing trade association that represents the entire ecosystem – from demand side to supply side,” said Ken Brook, Co-founder and CEO of MetaX. He continued, “this aligns with the utility value that adChain brings, thus we can all work together with the adChain solution.”

“DMA leads initiatives that positively impact the data and marketing industry,” said Tom Benton, DMA’s CEO. “Given the current state of digital advertising, we have a responsibility to deliver to our members the tools and knowledge to succeed. We are excited to work with DMA member MetaX to introduce adChain to the market and provide the digital advertising industry with a brighter future.”

adChain uses the Ethereum blockchain to tap the developer community with market-driven, economic incentives to identify and drive out ad fraud.

MetaX and DMA also unveiled that the ICO will start on June 26, 2017 at 9AM PDT / 4PM GMT.

The DMA is the first industry organization to implement adChain so it is planning to engage with other industry organizations on this initiative. Launched in 1917, DMA can nowadays boast of the highly professional team consisting of leading innovators across the data and marketing ecosystem, including brand marketers, agencies, service providers and media companies.

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