Umbrella Ecosystem: Lucidity Update April 2022
Lucidity continues to process millions of digital ad impressions for leading brand advertisers
As we enter the second quarter of 2022, the Umbrella team would like to provide an update on the momentum at Lucidity — the digital advertising oracle.
The Lucidity team and technology officially joined the Umbrella ecosystem in 2021 and continue to break ground with global brands and agencies with their unique blockchain ad analytics platform.
Creating a More Transparent Ad Supply Chain through Oracle Technology
As a refresher, Lucidity is the leading blockchain-based digital advertising oracle. Their unique technology processes advertising-related data — in the form of impressions, clicks, and more — across several steps in the digital ad supply chain. (And the digital ad ecosystem is one murky supply chain, full of fake sites, domain spoofing, bots, click fraud, broken tech, and more.)
Lucidity has been a trusted ad verification resource for brands like Toyota, Samsung, GameStop, and many others across several advertising verticals.
Lucidity’s vision is to tap blockchain and cryptography to bring total, indisputable transparency to the digital advertising supply chain for a cleaner ecosystem in which honest players can benefit the most.
In an industry where ad campaign reporting and analytics have numbers that vary wildly from the advertiser, to demand-side providers (DSP), to supply-side providers (SSP), to the publisher site, blockchain has been the most significant technological innovation in the sector in decades.
Lucidity is amongst the first-ever companies to have an in-market product using Merkle Tree technology. The platform handles the scale of digital advertising while maintaining the privacy advertisers require.
Lucidity Momentum and Updates
The Lucidity team has been busy making code improvements, providing UI enhancements, and most importantly servicing customers using its ad analytics product.
- Lucidity led a major test campaign for PHD South Africa and leading grocery brand Checkers to understand where there is quality and where there is waste in their programmatic media buys.
- Lucidity collaborated with ad agency Dentsu on a large-scale campaign for a leading financial brand to identify discrepant impressions and clicks in a recent programmatic buy.
- Lucidity was a joint recipient of a major advertising award from the most prominent ad industry trade group, the IAB, for a campaign with Samsung and Space Agency which identified digital ad supply paths with high levels of a discrepancy, which led to cutting out 33.5% of wasted impressions.
- They are currently running campaigns or in discussions with a number of brands in the Top 100 advertisers in the world and agencies who manage their campaigns.
In the past 12 months, Lucidity has processed hundreds of millions of ad impressions and has identified wasted impressions for its customers, saving them time and money and informing their ad buying strategies. It is common for advertisers to be able to identify 30% or more (!) of their impressions as being “discrepant” or wasteful, and they’re able to take swift action by cutting bad sources from the campaign.
“Over the volume of impressions we’ve seen over the past year, we continue to see concerning industry trends come to the surface,”
said Sam Goldberg, President and Co-Founder of Lucidity.
“Quality is atrocious, and often wasteful impressions exceed 30% of a media buy. Clicks are even easier to manipulate, and often less than half are legitimate. Bringing real campaign data from the murky waters of the many siloed stops on the ad supply chain has been an incredible tool for brands, and it’s only possible through blockchain and decentralized oracle technology.”
The Umbrella Network team is thrilled to see the application of oracle technology in such an impactful and meaningful way!
About Lucidity
Lucidity is the leading blockchain solution that provides transparency for the digital advertising industry. With the power of blockchain and cryptography, Lucidity delivers indisputable transparency to advertisers who now possess a unified and authenticated view of every single ad. Lucidity’s blockchain technology handles the scale of digital advertising while maintaining the privacy advertisers require.
