by

Laurie Sullivan @lauriesullivan, January 30, 2018

AdLedger, a non-profit foundation of advertising and publisher executives, came together to focus on using innovations around blockchain to solve some of the biggest issues in the ad industry.

The group on Tuesday announced a full list of agencies and companies involved. The purpose of the consortium is to harness blockchain technology and support the growth of a peer-to-peer decentralized network.

One of the first initiatives to come from the consortium is work on another POC: Campaign Reconciliation. That POC is being led by Amichai Lichtenstein of AppNexus, and its goal is to execute a media campaign on a blockchain from start to finish.

Members include comScore, GroupM, IAB Tech Lab, IBM, IPG Media Brands, Integral Ad Science, MADNetwork, Mediaocean, Meredith, Neustar, Publicis, RhythmOne, Wavemaker and many others. There are about 30 members, ranging from technology companies to agencies.

The companies will offer support in putting together rules and standards for audience segments, regulatory compliance, and encryption.

Proponents of the technology say that blockchain will help to solve ad fraud and weakness in the supply chain that the Interactive Advertising Bureau estimates at a loss for the industry of about $8.2 billion annually.

MediaPost.com: Search Marketing Daily

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