Mindshare and Zilliqa Joined hands to explore the application of blockchain technology in the advertising ecosystem
Mindshare, the global media planning and buying agency, and Zilliqa, the blockchain platform, are building a programmatic alliance on blockchain designed to explore the application of the technology in the advertising ecosystem.
Mindshare, which is part of WPP, and Zilliqa have partnered with MediaMath, Rubicon Project and Integral Ad Science in developing the first prototype ‘Project Proton’, which aims to transform the current programmatic advertising ecosystem by providing a way for all the stakeholders across the value chain to interact in a secure and verifiable manner through smart contracts on a high throughput blockchain.
This makes it suitable for the enterprise level implementation of the project for all the partners involved in a transparent manner so that all the actors in the ecosystem can completely trust each other allowing the entire programmatic ad space to grow.
