The Hershey Company joins blockchain advertising consortium AdLedger

Blockchain advertising consortium AdLedger has added three new members to its cohort, AdWeek reported.

Founded last year, AdLedger is a nonprofit research and development consortium that aims to implement global technical standards and solutions for the digital media and blockchain industries. Founding members include IBM, MadHive, and Tegna, which have been joined by several other companies including clypd, Canoe, Blockdaemon, Omnicom, Meredith, CoinDesk, and others.

The latest members of the consortium include Publicis Media, The Hershey Company, and audience-based buying conference Gabbcon.

Vinny Rinaldi, head of addressable media and technology for The Hershey Company, said that blockchain-based digital ad campaigns could potentially help with measurement, and added that he has also spoken to blockchain-based programmatic advertising reporting firm Amino Payments.

He said that the applications of blockchain technology for The Hershey Company could go beyond advertising and into factories and underscored the technology’s potential in tracing cacao “from bean to bar,” which he said could be “revolutionary”.

“This would be a fundamentally massive shift in the way that we think,” he said.

In April 2018, liberal news and commentary site Salon teamed up with IBM and AdLedger to participate in a proof-of-concept blockchain product, called “The Campaign Reconciliation Project” – a shared ledger solution for faster reconciliation of post-flight campaign data, Cointelegraph reported.