U S E C A S E
P R O J E C T P R O T O N
P I L O T W I T H
M I N D S H A R E A N D
P E P S I C O
D R I V E S 2 8 % E F F I C I E N C Y L I F T
Project Proton is a pilot comprising leading organisations in the advertising industry, which aims to explore the potential of blockchain to address some of the advertising industry’s perennial issues.
B AC KG RO U N D
A DV E RT I S E R P RO G R A M M AT I C PA RT N E R S
B LO C KC H A I N T E C H N O LO G YM E D I A AG E N C Y
Programmatic advertising has enabled greater automation in how digital advertisements are bought, sold, placed, and optimised. Across an increasingly fragmented ecosystem spanning social platforms, websites, and offline channels, the resulting digital media supply chain has been plagued with issues of inefficiency and fraud.
CHALLENGES
In this Asia Pacific campaign specifically designed for Mindshare client PepsiCo, the objective was to automate settlement on the programmatic supply chain, leading to greater cost-efficiencies and removing unnecessary intermediaries. Additionally, the use of smart contracts ensures that advertisers are only paying for ad impressions that have been deemed verifiably viewable, brand-safe, and free from any ad fraud.
OBJECTIVES
Advertisers and programmatic partners submit recorded impressions
into Zilliqa smart contracts.
Upon receiving the log-level impressions, Aqilliz protocol will consolidate
the data before sending it to the blockchain, where smart contracts can
reconcile impressions that are viewable, brand-safe and fraud-free based
on pre-agreed rules.
Payouts can be automatically dispensed to relevant stakeholders across
the digital media supply chain once impressions have been validated.
These could be denominated in the Native Alliance Token (NAT), a token
that is designed to mirror deposits in a bank account.
With the transactions recorded onto the Zilliqa blockchain, stakeholders
can have a shared view of the impressions and activities across the supply
chain through the distributed ledger, achieving greater transparency
among all stakeholders.
EXECUTION
01
02
03
04
The Programmatic Supply Chain
KEY TAKEAWAYS
Learn more about #blockchainformarketing at www.aqilliz.com
Throughout the course of a one-month period, Mindshare measured up to a 28% cost-efficiency increase for viewable impressions, in running the campaign through smart contracts when compared to one run under normal conditions.
Efficient reconciliation of impressions from multiple data sources with smart contracts
Automated, near real-time settlement of payments based on pre-agreed viewability-verification methods
Shared view of all transactions on a distributed ledger by all stakeholders allowing greater transparency
RESULT
Advertiser
Application Layer by
Media Agency VerificationDemand Side Platform Supply Side Platform
Publishers
Audience
Smart Contracts | Authorisation
Data Analytics | Authentication
Public Blockchain
Data Ingestion
Complex Event Aggregation
Trading based onviewed impressions
Data analytics &forecasting engineSource attestation Data warehouse
AuditabilityTokenisation Settlement Payment
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