Global food and beverage manufacturer PepsiCo has carried out a test ad campaign using blockchain technology. Compared with a campaign that runs without smart contracts, there was a 28% increased efficiency in the supply chain.
According to a press release, the experiment between PepsiCo and media agency Mindshare was part of “Project Proton,” which uses Zilliqa’s smart contracts to increase transparency and optimize businesses budgets for programmatic advertising. The results indicated efficiency increases “in terms of costs for viewable impressions, in running the campaign through smart contracts, versus one without.”
“Zilliqa’s smart contracts were further used to automate the programmatic supply chain. 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,” Mindshare announced in the document.
The trial took place in the Asia Pacific region earlier on Mar 2019. Beside Mindshare and Zilliqa, other partners in Project Proton included digital advertising company Rubicon, programmatic marketing technology firm MediaMath and media firm Integral Ad Science. Following the success of the first trial, the members now plan to run further tests with more payments and more performance metrics.
Farida Shakhshir, PepsiCo’s director of consumer engagement for the Asia, Middle East, and North Africa regions, said: “The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”
Earlier this year, one of the global leaders in logistics UPS collaborated with e-commerce technology company Inxeption to integrate blockchain platform called Inxeption Zippy, reported by The Crypto Sight on March 24.