Food and beverage giant PepsiCoconducted a blockchain trial, dubbed “Project Proton” that brought about a 28 percent boost in supply chain efficiency.
Due to the programmatic advertising’s usage with the old traditional methods, the loss followed with billions of dollars over the years. PepsiCo’s project partner as well as a media agency, Mediashare revealed this Monday that it assisted in the Dubbed “Project Proton” trial, along with MediaMath, Zilliqa Research, Underscore CLT, Rubicon Project, and Integral Ad Science, carrying out the trial as an end-to-end programmatic supply chain, using Zalliqa’s blockchain platform. The project started last year with its major trial in March covering Asian Pacific Region.
Zilliqa’s contracts were next used to automate the programmatic supply chain. Mindshare further mentioned that the smart contracts reconcile impressions that are delivered from multiple data sources with payments facilitated using an internal Native Alliance Token (NAT) all in near real time, will result in major efficiency gains and complete transparency for the brand owners. They said that the results will increase in terms of costs for viewable impressions and in running of the campaign through smart contracts.
The company now plan on going to the next step including payments to publishers and more performance metrics.
“The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact”, PepsiCo director of consumer engagement Asia, Middle East, and North Africa regions Farida Shakhshir, said.
She also expressed the happiness to be partnering with Mindshare for application test and value addition through blockchain in media. According to her,
“It is the key that they stay abreast of new technologies, and continue to advance transparency, viewability, brand safety, and buying efficiency.”
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