PROJECT PROTON PILOT WITH MINDSHARE AND PEPSICO€¦ · PROJECT PROTON PILOT WITH MINDSHARE AND...

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USE CASE PROJECT PROTON PILOT WITH MINDSHARE AND PEPSICO DRIVES 28% EFFICIENCY LIFT 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. BACKGROUND ADVERTISER PROGRAMMATIC PARTNERS BLOCKCHAIN TECHNOLOGY MEDIA AGENCY

Transcript of PROJECT PROTON PILOT WITH MINDSHARE AND PEPSICO€¦ · PROJECT PROTON PILOT WITH MINDSHARE AND...

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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

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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

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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