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Unilever, O2 and Sky Are Next Big Names Aboard Blockchain Digital Ad Pilot

By Robin Wong | November 14, 2019

Unilever, O2 and Sky are the next big players in their fields to join aboard Jicwebs’ blockchain pilot project, which primarily aims to bring enhanced trust and transparency to digital advertising. 

Jicwebs, which stands for “the Joint Industry Committee for Web Standards” – the digital ad trading standards department of the UK – has previously let the public audience known about the project in May this year. 

Other major companies that have been a part of the project, including international media firms such as Zenith, OMD UK and Manning Gottlieb OMD, who have been tasked with running assessment on the possibility on how blockchain can help make the industry more transparent, and operations more efficient. 

Gumtree, Netmums and Rightmove – 3 of the widely known UK-based online platforms – have reportedly become the members of the project. 

ISBA – the representative of major advertising firms in the UK – is in charge of complementing the pilot program, via running a full audit on numerous issues currently affecting the advertising scene, mainly concerning trust and brand safety. 

Richard Reeves – managing director of the Association of Online Publishers – revealed that “all initiatives that increase transparency for our members and shed light on where advertising spend is being distributed across the digital supply chain” will be welcomed aboard the program. 

Should things go according to plan for the project, Jicwebs will provide consultancy on ways to implement the blockchain solution in 2020 for businesses in the digital ad sector.

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