Japanese car manufacturer Toyota has reported a 21% lift in ad performance after a "game-changing" trial with blockchain ad start-up Lucidity. The company's system provided Toyota and ad agency Saatchi & Saatchi with an auditable set of data from the notoriously complex media-buying supply chain. In addition to providing advertisers with more accurate information about their spending on digital ads, the new technology also allows them to track how many times each campaign is viewed by consumers across different devices. Lucidity said it will partner with Toyota and Saatchi & Saatchi on future ad campaigns.
Japanese car manufacturer Toyota has reported a 21% lift in ad performance after a "game-changing" trial with blockchain ad start-up Lucidity. The company's system provided Toyota and ad agency Saatchi & Saatchi with an auditable set of data from the notoriously complex media-buying supply chain. It enabled them to identify and act on bot traffic and domain spoofing, as well as underperforming ads, allowing resources to be diverted to more productive sites. Lucidity said it will partner with Toyota and Saatchi & Saatchi on future ad campaigns.