An IBM blockchain advertising payment trial using Unilever as its anchor brand has produced positive results, according to IBM CMO Michelle Peluso. She said ad reconciliations had improved, with cost savings of more than half percentage points. An increasing number of intermediaries charging fees have meant publishers typically receive only 40% of an advertiser’s spend compared with 85% 20 years ago. Unilever joined IBM’s trial consortium alongside companies including AT&T, Kellogg, Kimberley-Clark and Pfizer. As a result of the trial, full production of the blockchain system will begin this year, according to the project's leader.
An IBM blockchain advertising payment trial using Unilever as its anchor brand has produced positive results, according to IBM CMO Michelle Peluso. She said ad reconciliations had improved, with cost savings of three percentage points. An increasing number of intermediaries charging fees have meant publishers typically receive only 40% of an advertiser’s spend compared with 85% 20 years ago. Unilever joined IBM’s trial consortium alongside companies including AT&T, Kellogg, Kimberley-Clark and Pfizer. As a result of the trial, full production of the blockchain system will begin this year, according to the project's leader.