The American Corporation IBM and publishing company Salon Media has launched a pilot project Campaign Reconciliation Project by developing a nonprofit consortium of AdLedger. It is expected that using blockchain technology it will translate to the new level the relationship between advertisers, publishers, agencies and end consumers of advertising by fixing the contractual conditions and details of performing work at constant and fully controlled system.
A new level of transparency of the blockchain peer-to-peer network should help the advertising industry to cope with high-tech fraud, for example, by using bots or substitution of domains. However, it will provide new opportunities for audit, verification, detection of deception, the management of non-conformities and payments, the head of international advertising division of IBM Chad Andrews (Chad Andrews).
We will remind, in February of this year, the news site Salon started to offer website visitors the choice to disable the blocker or allow to use their computer power for calculations. Thus media hopes to obtain the necessary financial support, “not to depend on advertisers and offer readers content for free.”