• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
Thursday, June 30, 2022
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Advertising

Mindshare drives 28% increase in efficiency for PepsiCo through an end-to-end programmatic supply chain reconciliation on Zilliqa’s blockchain

by Editorial
May 6, 2019
in Advertising, Featured
Reading Time: 3 mins read
Mindshare drives 28% increase in efficiency for PepsiCo through an end-to-end programmatic supply chain reconciliation on Zilliqa’s blockchain
Share Share ShareShare

Mindshare, the media agency network that is part of WPP, has successfully provided seamless end-to-end reconciliation of the programmatic supply chain using blockchain for PepsiCo in partnership with Zilliqa Research, Rubicon Project, MediaMath and Integral Ad Science.

The test ran in March 2019 in Asia Pacific with a control versus test budget to measure its benefits. Mindshare observed up to 28% increased efficiency in terms of costs for viewable impressions, in running the campaign through smart contracts, versus one without.

The initiative was run as part of Project Proton, which was announced six months ago and which is designed to explore solutions to address industry challenges in programmatic advertising. It does so by automating the process utilizing smart contracts built on a dedicated deployment of Zilliqa’s blockchain. These smart contracts reconcile impressions that are delivered from multiple data sources with payments facilitated using an internal Native Alliance Token (NAT) all in near real time, resulting in major efficiency gains and complete transparency for the brand owners.

Project Proton currently automates settlements based on viewability-verification methods, thereby enabling a business model in which advertisers need to only pay for the ad impressions that have been deemed viewable, brand-safe and free from any ad fraud. The entire transaction process is transparent to the brand at each step, including the payments made to each party between the brand and the publishers and it is all encrypted to ensure all stakeholders in the supply chain can only view information relevant to their specific role.

Mindshare is also testing the efficacy of Project Proton to better leverage its unique features in building consensus in an energy efficient way and managing very high throughput in transactions, that characterize the digital inventory supply chain.

Zilliqa’s blockchain technology enables advertisers to deliver their full campaign budget on valid and viewable impressions. In contrast with the current process, where reconciliations are done after a campaign is completed, the blockchain-based solution reconciles it several times a day and could reduce inefficiencies in costs.

Gowthaman Ragothaman, Global Lead for blockchain across GroupM, said: “The impact on marketing budgets and performance brings great value to the advertiser. We will expand the alliance and keep developing more features on the smart contracts to include more media performance metrics to make it even more effective.”

Erich Wasserman, co-founder and head of strategic business development at MediaMath, said: “We are delighted by this partnership as it matures solutions that further the promises of transparency and performance in programmatic marketing. We look forward to growing the addressable data and media supply chain that that can take full advantage of the powerful optimization tools that buy-side platforms afford advertisers.”

Max Kantelia, Co-Founder of Zilliqa Research said: “We are proud to work with Mindshare and other leaders and influencers within the global media landscape. This alliance illustrates the power of smart contracts and serves as a reminder that blockchain can drive business benefits to industries beyond just finance. As Project Proton unfolds, we eagerly await to assess its impact and how we could – along with Mindshare’s expertise and insights – develop it on our scalable and secure platform.”

Commenting on the results, Farida Shakhshir, Director of Consumer Engagement for PepsiCo AMENA said: “We are happy to be partnering with Mindshare to test the application and value add of blockchain in media. It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”

Tags: MindsharePepsiCoZilliqa’s blockchain

Related Posts

Colors gears up for new season of ‘Khatron Ke Khiladi’ in Cape Town
Featured

Colors gears up for new season of ‘Khatron Ke Khiladi’ in Cape Town

by Editorial
June 30, 2022
0

Colors is all set to premiere the 12th season of Khatron Ke Khiladi on 2nd July and will air every...

Read more
InMobi Integrates Mobile Supply With Yahoo’s Demand-Side Platform for Direct Advertiser Access
Digital Tech

InMobi Integrates Mobile Supply With Yahoo’s Demand-Side Platform for Direct Advertiser Access

by Editorial
June 30, 2022
0

InMobi, the content, monetization and marketing technologies solutions provider, announced a direct integration of its InMobi Exchange supply-side side platform...

Read more
Audience Insights Empower OTT Businesses to Gain Competitive Advantage

Audience Insights Empower OTT Businesses to Gain Competitive Advantage

June 28, 2022
Maddys 2022: RK Swamy BBDO is Creative Agency of the Year; Wavemaker Chennai takes Media AoY title

Maddys 2022: RK Swamy BBDO is Creative Agency of the Year; Wavemaker takes Media AoY title

June 27, 2022
Sachin Kumar, Founder, Bottle Openers

Indian brands may need to gear up for NFTs soon

June 27, 2022
Cannes Lions honours AB InBev with Creative Marketer of the Year

Cannes Lions 2022: ‘Unfiltered History Tour’ Helps Dentsu India make history, take ‘Agency of the Year’ title

June 25, 2022
Suzhal – The Vortex, Exquisite and Inquisitive

Suzhal – The Vortex, Exquisite and Inquisitive

June 25, 2022
Cannes Lions Day 4: A Hat-Trick for Dentsu Creative with one more Grand Prix; With 19 more Lions India’s metal tally stands at 39

Cannes Lions Day 4: A Hat-Trick for Dentsu Creative with one more Grand Prix; With 19 more Lions India’s metal tally stands at 39

June 24, 2022

Subscribe to Newsletters

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column

Medianews4u.com © 2019 - 2022 All rights reserved.