By James Hercher February 22, 2018
Major brands like AT&T and Bayer are on a crusade to bring transparency back to the digital media supply chain – and are hoping the blockchain-based solutions they’re testing can be an answer.“Who specifically are those tech providers [in the supply chain] and how much of a fee are they assessing to my working media dollars?” said Mark Wright, VP of media services and sponsorships at AT&T. “It’s pretty murky and thus you need technology to help you get under the hood right now.”
Pharma giant Bayer has been scrutinizing its digital media supply chain since the ANA’s blockbuster 2016 media transparency report warned advertisers of waste and fraud in the ecosystem.
Both brands are working with blockchain tech platform Amino Payments. Bayer started working with Amino last year, said Jeffrey Rasp, director of digital strategy for Bayer’s US consumer health group, and just began media-buying and reporting tests of blockchain-based campaigns that will run through 2018.
More at: AT&T And Bayer Bet On Blockchain To Tame Digital Advertising – AdExchanger
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