Blockchain Platform For Advertising Industry Launched By Blisbr>
Location data technology firm Blis has launched a pilot blockchain platform designed to add transparency across the data ecosystem.
Blis helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes. The company’s technology filters and scales location data, giving advertisers access to the most accurate location events, location data, and unique devices. Blis’ clients include all major holding companies as well as leading brands in top verticals, including Samsung, McDonald’s, HSBC, Mercedes Benz and Peugeot.
The new platform, which uses IBM’s blockchain technology, aims to provide advertisers and data providers with greater confidence in the provenance of the data by giving them access to a transparent blockchain that is immutable and verified. The platform is in response to the increased industry challenges around transparency and verification of data, including location and demographic data.
“Marketers increasingly face pressures to comply with data privacy regulations, understand where it came from, and to account for the performance of data relative to its costs,” Blis said. “Clients will benefit from the new capability as they can transparently validate data provenance and understand individual providers GDPR compliance. Brands can analyze the data they are using by accessing the platform, which provides access to all data transactions, from individual apps to Wi-Fi data.”
Consumer goods company Unilever will be the pilot partner on the platform and will help evaluate and refine the service Blis can provide to advertisers and data providers moving forward.
“Unilever are committed to partnering with organizations which create better digital infrastructure,” said Luis Di Como, Executive VP, Global Media, Unilever Group. “This new capability is an important step towards transparency and clarity in data provenance and compliance across our global activity.”
“We’ve taken an innovative approach to tracking geographical data for digital advertising to solve a critical problem,” ,” said Greg Isbister, CEO of Blis. “Combining our deep expertise with blockchain technology will allow us to deliver a new solution that will address the growing trust, accountability and transparency needs that are pressing the advertising industry.”