Recently, IBM iX, announced the company’s digital design services branch, and
unveiled their partnership with MediaOcean to create a blockchain consortium for media
agreements, which will draw attention from important agencies, advertisers and publishers
Companies included in the consortium are Kellogg, Kimberly-Clark, Unilever, Pfizer and IBM Watson Advertising. Their objective will be to promote transparency and bring greater confidence to the advertising ecosystem, which,
“in recent years has been plagued by economic problems and unsustainable transparency that hinders progress, particularly around intermediate rates and non-operational means”,
according to sources.
It is important to highlight that the project will be supported in the IBM blockchain, and
built on the MediaOcean integral bell administration platform.
“The new blockchain-based system aims to provide visibility into the life cycle of the flow of media spending of an advertiser.”
According to Bill Wise, CEO of MediaOcean.
“By partnering with IBM we can launch the first advertising solution in a distributed ledger that will improve the transparency of scale expenditures. This will help us unite as an industry under a single source of truth and rebuild confidence to propel us into a new era an advertising transformation.”
Babs Rangaiahg, executive partner of Global Marketing at IBM iX, said that:
“Blockchain is creating new ways of doing business in all industries, particularly where greater trust and transparency is required. As far as the media is concerned, we hope it can provide a single source of truth for any given purchase, eliminating the doubt and uncertainty that is common today.”
The executives pointed out that the pilot of the project will be launched this July.
by Samuel Paz
