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Unilever, O2 join Nestlé, McDonald’s and Virgin Media in JICWEBS’ cross-industry blockchain pilot for digital advertising

ImAGE: JICWEBS (via Twitter)

Wed, 13 Nov 2019, 10:53 am UTC

JICWEBS, an organisation representing the digital advertising industry, has announced the addition of more participants in its cross-industry blockchain pilot that aims to enhance trust and transparency in digital advertising.

In July, JICWEBS revealed Nestlé, McDonald’s and Virgin Media as the first brands participating in the pilot, joined by their respective media agencies Zenith, OMD UK and Manning Gottlieb OMD.

In a press release dated November 12, the organization has announced that Unilever and O2 are also joining the project, joined by their respective media agencies Mindshare and Havas. In addition, a number of other participants have also joined the trial, including publishers and a range of demand and supply side providers.

This includes Flashtalking, GiveMeSport, GumGum, Gumtree, Index Exchange, Integral Ad Science (IAS), Moat, Netmums, Rightmove, Sky, SMART Adserver, Sublime, and Xandr. JICWEBS has also partnered with London-based tech business FIDUCIA for the pilot which it plans to run across the rest of the year.

JICWEBS’ founding members include the Association of Online Publishing (AOP), Interactive Advertising Bureau (IAB) UK, the Institute of Practitioners in Advertising (IPA), and ISBA, the body representing the UK's leading advertisers.

ISBA is conducting a separate study of the programmatic supply chain. The end-to-end industry market audit is aimed at understanding the distribution of costs across the supply chain.

JICWEBS said that its blockchain pilot and the ISBA study complement each other. It explained:

“The ISBA study will provide a “snapshot” of some of the major problems the industry is currently facing, while the JICWEBS pilot is evaluating how a DLT technology platform could be a permanent solution to handle these problems.”

Following a successful pilot, JICWEBS plans to consult with the industry on how best to roll this out in 2020 to raise levels of trust and transparency in the sector.

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