The platform, which is being run by data technology company Blis, is backed by pilot partner Unilever along with investors Endeit and Beringea and will run on the IBM Blockchain Platform.
The platform launch is in response to the increased industry challenges around transparency and verification of data, including location and demographic data. It comes hot on the heels of GDPR and aims to help address compliance concerns with data regulations globally.
As a partner, Unilever will help to evaluate and refine the platform and service in a bid to provide advertisers and data providers with greater confidence in the provenance of their data.
Luis Di Como, executive VP, global media, Unilever Group, said, “Unilever are committed to partnering with organisations which create better digital infrastructure. This new capability is an important step towards transparency and clarity in data provenance and compliance across our global activity.”
Greg Isbister, chief executive officer at Blis, said, “We’ve taken an innovative approach to tracking geographical data for digital advertising to solve a critical problem. Combining our deep expertise with blockchain technology will allow us to deliver a new solution that will address the growing trust, accountability and transparency needs that are pressing the advertising industry.”