IBM and Salon Media: New Blockchain Project for Fraud prevention in Advertising
Market Dive report
IBM and Salon Media have a plot in regard to a proof of concept Blockchain based product which was created by AdLedger. AdLedger is a non-profit organization dealing with the development of the ledger technologies usually for the digital advertising market. This is according to an April 18 report by Market dive.
Therefore, the campaign reconciliation project is meant to leverage the Blockchain tech in order to short-circuit the intermediaries who occur between the customers, publishers and the advertisers, which then offer the industry vulnerable to the high tech vulnerabilities, for instance, the domain spoofing and bot fraud. Therefore, in order to target the campaign reconciliation to be specific, the PoC (Proof of Concept) is involved in the recording of the contractual conditions, the payments by the publisher and details in regard to the contractual terms fulfillment in a system which is shared and this system are fully auditable and immutable.
The global solutions leader of advertisement in the IBM Corporation, Chad Andrews Wrote;
“With a Blockchain backed peer-to-peer network, achieving transparency in the digital advertising supply chain is possible. But, ensuring its success will require the entire industry, including advertisers, ad tech providers, publishers, and agencies to coalesce around a shared, auditable version of the truth. Such a pact would facilitate a groundbreaking level of transparency across auditing, reconciliation, fraud detection, discrepancy management, and payments.”
Juniper research also released a report estimating that the various digital advertisers might lose a total of $19 billion in 2018 due to fraud. This equates to around $52 million in a day.
AdLedger is currently involved I the development of a total of two Blockchain based PoC which aim at the improvement of transparency and also data security for the publishers and advertisers. One of them is the media campaign which was executed through the whole life cycle of Blockchain and the second one is linked to the General Data Protection Regulation (GDPR) compliance.
Salon media, however, was involved in a wrangle when news was leaked that it offered the visitors of the site a euphemistic option which would allow the Salon to use their visitors “unused computing power” in place of viewing the ads. This was to seek permission for using the visitor’s computers to mine cryptocurrencies.