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PepsiCo's Blockchain-based Ad Campaign Drives 28% Rise In Efficiency

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An advertising campaign for food and beverage giant PepsiCo, driven by Zilliqa's blockchain technology, has increased its supply chain efficiency, according to Mindshare, the media agency network affiliated to advertising giant WPP.

Mindshare said it provided seamless end-to-end reconciliation of the programmatic supply chain using blockchain to PepsiCo. In the test, Mindshare noticed up to 28 percent rise in efficiency in terms of costs for viewable impressions, in running the campaign through smart contracts, compared to a campaign sans smart contracts.

In the current process, reconciliations are done after a campaign is completed, while the blockchain-based solution reconciles it several times a day and could reduce inefficiencies in costs.

The blockchain test is part of Project Proton, which aims to explore solutions to address industry challenges in programmatic advertising. The project currently automates settlements based on viewability-verification methods. In this business model, advertisers need to only pay for the ad impressions that have been deemed viewable, brand-safe and free from any ad fraud.

The test was conducted in March 2019 in Asia Pacific region. Along with Singapore-based Blockchain technology company Zilliqa Research, Mindshare partnered with online advertising company Rubicon Project, MediaMath and Integral Ad Science in the trial.

Farida Shakhshir, Director of Consumer Engagement for PepsiCo AMENA said, "It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact."

Mindshare in November 2017 had signed a partnership agreement with Zilliqa for testing Blockchain solutions.

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