Mindshare to Launch First Phase of Blockchain Pilot on the Zilliqa Platform

Gowthaman Ragothaman

Gowthaman Ragothaman

September 6, 2018 - Mindshare joins with MediaMath, Integral Ad Science, and Rubicon Project to launch the first phase of blockchain pilot on the Zilliqa platform

Mindshare, the global media planning and buying agency that is part of WPP, together with Zilliqa, the blockchain platform, are building a programmatic alliance on blockchain designed to explore the application of the technology in the advertising ecosystem.

The aim of the alliance is to realistically assess the applicability of blockchain technology into the world of advertising where billions of impressions are viewed online, by testing two critical components of this technology – one on the throughput and the other to arrive at the right consensus protocol.The alliance includes multiple businesses in the programmatic advertising supply chain including advertisers, advertising agencies, Demand Side Platforms (DSPs), Supply Side Platforms (SSPs), Data Management Platforms (DMPs), trading desks, independent verification companies and publishers. It also has the potential to include key opinion leaders or industry experts, if required.

“We are absolutely delighted and thankful to have MediaMath, IAS, Rubicon Project and Underscore CLT partner with us on this project with Zilliqa. There are many claims and speculations on the applicability of this technology to our business. Project Proton is designed to test this, particularly in the areas of building consensus and managing high throughput,” said Gowthaman Ragothaman [pictured], Chief Development Officer, Mindshare AMENA. More...