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To ensure transparency and security by curbing advertising fraud, AdsDax, a blockchain-enabled advertising platform, has teamed up with digital agency Isobar India to test digital ledger technologies and measure the impact of running advertising campaigns on a public ledger.
The first campaign concerned Isobar’s auto industry brand Ceat Tyres. With the help of video banner mobile ads, the campaign was delivered to consumers on their mobile devices from the AdsDax platform. The campaign, which is currently on, received more than 2,668,000 ad impressions in the first four weeks, that were recorded to a public ledger, providing immediate and transparent access to the campaign as it unfolded.
Shekhar Mhaskar, Executive Vice-President, Isobar, told BusinessLine , “Leveraging blockchain technology is imperative in today's age in order to restrain ad fraud, make nil spillage of media investment, and increase effective ROI. For Ceat, it meant getting a transparent and unambiguous view of payment transactions and deliveries for every valid ad impression.”
For AdsDax, the ability to leverage blockchain technology comes as an expansion to its existing rich-media advertising platform. The company is currently rolling out the blockchain live element to select partners to understand how it might apply the new technologies and explore opportunities for improving the advertising ecosystem.
“Digital Ledger technology is a game-changer for the ad tech industry and will ultimately lead to greater efficiencies for advertisers and agencies,” said AdsDax CEO Ian Mullins. Adding that the firm had hit the biggest milestone in the industry with its live, end-to-end scalable solution for blockchain-tracked rich-media ad campaigns, Mullins said that with Isobar the firm has been able to deliver advertising on a blockchain at scale.
Nitish Bajaj, Senior Vice-President, Marketing, Ceat Tyres, said since the company focuses on building trusted products through a culture of continuous innovation, “the promise of this platform powered by blockchain technology to reach out to a targeted audience is an absolute win-win situation, where we put our media investments to maximum use without any spillage, in addition to tracking the campaign at every stage.”
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