MAD Network reveals blockchain advertising proof-of-concept

Blockchain and crypto solutions player MAD Network is to link with Omnicom Media Group to pursue a crypto-based advertising proof-of-concept program called CryptoRTB.

The CryptoRTB test activation was unveiled to a panel at London’s Digital Marketing Expo & Conference. CryptoRTB claims to have been designed to improve cost transparency for their advertisers and to optimize media weight per dollar spent.

Better cost evaluation and campaign effectiveness is promised by the MAD Network

Each dollar counts

It will be bench-tested by an Omnicom Media Group EMEA client. “The activation aims to deliver a better understanding of the full and complete source and costs of all inventory and data in a transparent and fraud free supply chain.”

“Blockchain tells you something happened, and cryptography tells you if it’s true or false,” said MAD Network founder and CEO Adam Helfgott.

‘Full stack solution’

 “CryptoRTB,” the company adds, “is a full stack solution for digital advertising that uses blockchain and cryptography to give both buyers and sellers the transparency required to understand the real efficacy of their digital pipelines.”

Omnicom Media Group chief research officer Jonathan Steuer says the current digital advertising ecosystem is plagued with inefficiency and information disparity throughout the supply chain.

“Blockchain-based solutions like CryptoRTB represent an important step toward recasting advertising infrastructure to maximize transparency, accountability and trust among brands, modern agencies and publishers.”

Data on your own device, not centralised

MAD claims they created the first blockchain protocol for digital advertising with in-built privacy. Instead of data held in a centralized data store, “MAD allows their data to be stored completely on their own devices,” the company says. 

“By leveraging their data locally, MAD can pull in the best ads for each individual at the right time, in the right context, delivering the best possible advertising experience.”