Leveraging a product created by AdLedger, the ‘campaign reconciliation project’ seeks to iron out weak link intermediaries between advertisers, publishers and consumers in a bid to get a grip on growing problems like bot fraud and domain spoofing.
To achieve this the proof of concept will pay particular attention to campaign reconciliation by recording contractual conditions, publisher payments and contractual terms within one fixed and fully auditable system.
Writing in AdWeek Chad Andrews, global solutions leader of advertising at IBM, said: “With a blockchain backed peer-to-peer network, achieving transparency in the digital advertising supply chain is possible. But, ensuring its success will require the entire industry, including advertisers, ad tech providers, publishers and agencies to coalesce around a shared, auditable version of truth. Such a pact would facilitate a groundbreaking level of transparency across auditing, reconciliation, fraud detection, discrepancy management and payments.”
Any pilot system cannot arrive a moment too soon amid estimates that digital advertisers lost $19bn to fraud in 2018.
The collaboration also follows on from a similar blockchain experiment IBM is conducting with FMCG giant Unilever.
Havas recently became the latest ad network to jump on board the blockchain bandwagon by setting up its own crypto-dedicated comms division.