MediaMath, Integral Ad Science, and Rubicon Project join Mindshare’s blockchain programmatic alliance

Mindshare signs MediaMath, Integral Ad Adscience and Rubicon Project to blockchain alliance

Mindshare has announced its first prototype for its blockchain programmatic alliance, signing MediaMath, Integral Ad Science and Rubicon Project as partners.

The ‘Project Proton’ prototype has been built using blockchain platform Zilliqa, aims to create a smart contract system built for the programmatic industry, allowing all players in the chain to have transparency over trading.

Mindshare first announced the partnership with Zilliqa last year and has since been working to find partners to turn the idea into a workable test.

Gowthaman Ragothaman, chief development officer, Mindshare AMENA, said: “We are absolutely delighted and thankful to have MediaMath, IAS, Rubicon Project and Underscore CLT partner with us on this project with Zilliqa. There are many claims and speculations on the applicability of this technology to our business. Project Proton is designed to test this, particularly in the areas of building consensus and managing high throughput.”

In addition to MediaMath, Integral Ad Science, Rubicon Project, Zilliqa and Mindshare, a cryptographic ledger technology firm called Underscore CLT is also in the alliance. According to the announcement, there’s potential for additional industry leaders of key opinion leaders to be included in the alliance.

The use of blockchain as a technology in media has been widely debated but with little tests running in market. In Europe, The Truth Agency, led by Mary Kean Dawson, is also looking into the technology as part of its bid to be a media agency with transparency at its core.

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