Unilever and IBM Pilot Blockchain Digital Ad Supply Chain

IBM partners with Unilever to create a blockchain digital ad supply chain, providing transparency for marketers. Already piloting the platform with Salon Media Group, Unilever is using part of its US ad spend to make ‘buys’ on a single shared ledger, tracking their ads. With an annual marketing budget of $9.8 billion, Unilever aim to eradicate fraud and misuse, which equates to a loss of 20 percent of total digital ad spend.

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