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雀巢,麦当劳完成分类广告DLT测试

2020-9-10 12:30

 

去年,雀巢、麦当劳、强生以及其他主要品牌和代理公司都参与了DLT广告试点。昨天,值得信赖的问责小组(TAG)宣布完成了英国跨行业项目。


一些关键的发现包括确定34%的广告不应该收费。另外,研究表明59%的行业专家认为竞选报告和和解需要自动化。


去年7月,总部设在英国的网络标准联合行业委员会(jicweb)推出了这个试点项目,并将于本月完成与TAG的合并。标签本身是一个跨行业问责计划,建立增加透明度和信任的数字广告行业,同时鼓励创新。它的四个核心领域包括打击恶意软件,消除欺诈性流量,打击互联网盗版,以及促进透明度。


试验结果表明,DLT有助于提高供应链透明度、优化供应链,提高运营效率。DLT可以协调记录数据的格式和自动安全地存取数据,因为只有在允许的基础上通过数据提供者控制的加密密钥存取分类帐数据。标签研究表明,编程团队花费60%的时间准备和协调数据,因此DLT自动化的业务流程可以显著提高操作效率。


DLT的一个主要优点是能够过滤印象是否真实。对于符合DLT平台的印象,我们发现34%的印象要么没有开始渲染(不合格),要么是不可见的。


参与试点的其他品牌包括西班牙电信/O2、维珍媒体等。包括GroupM、Havas、IPG、Mindshare、OMD和Zenith在内的几家机构以及15家广告技术提供商和出版商都参与了此次会议。


伦敦科技公司FIDUCIA是区块链项目的合作伙伴。它使用了Ethereum的许可版本并结合了专有技术。就规模而言,该试点项目分析了127个活动中140万英镑的印象。


今年早些时候,区块链广告联盟Adledger和区块链视频广告公司MadHive发布了他们的“广告技术研究现状”报告,讨论了广告行业的技术。报告发现,83%的受访者认为区块链可以提高行业透明度和效率,92%的受访者主张行业标准化。


如果成功的话,TAG的项目就能提供这一点。首席执行官Mike Zaneis表示,“TAG帮助企业创建一个协作环境,以分享新想法,交换信息”,并指出DLT有能力通过这种合作创建一套新的公共标准。

 

For the last year, Nestlé, McDonald’s, and Johnson & Johnson, as well as other major brands and agencies have been taking part in an advertising DLT pilot. Yesterday, the Trustworthy Accountability Group (TAG) announced the completion of the UK cross-industry program.

Some of the key findings include identifying that 34% of the ads served should not be charged for. Plus research has shown that 59% of industry experts thing campaign reporting and reconciliation needs to be automated.

The pilot was launched in July last year by the U.K.-based Joint Industry Committee for Web Standards (JICWEBS), which will complete its merger with TAG this month. TAG itself is a cross-industry accountability program, established to increase transparency and trust in the digital advertising industry while encouraging innovation. It’s four core areas include combating malware, eliminating fraudulent traffic, fighting internet piracy, and promoting transparency. 

The results of the pilot showed DLT could help supply chain transparency and optimization, and operational efficiencies. DLT can harmonize the formats of the recorded data and automate data access securely, as the ledger data is only accessible on a permissioned basis through the encryption keys which the data provider controls. TAG research shows programmatic teams spend up to 60% of their time preparing and reconciling data, so DLT automated business processes can significantly increase operational efficiency. 

A major benefit of DLT is the ability to filter whether impressions are real or not. For impressions reconciled with the DLT platform, it was found that 34% either didn’t start to render (were non-qualified) or non-viewable.

Additional brand participants in the pilot included Telefonica/O2, Virgin Media amongst others. Several agencies were represented including  GroupM, Havas, IPG, Mindshare, OMD, and Zenith as well as 15 adtech providers and publishers.

London tech company FIDUCIA was the blockchain partner for the project. It used a permissioned version of Ethereum combined with proprietary technology. In terms of scale, the pilot analyzed £1.4 million impressions across 127 campaigns.

Earlier this year, blockchain advertising consortium Adledger and blockchain video ad firm MadHive published their ‘State of AdTech Study’ report discussing technology in the advertising industry. The report found 83% of the respondents considered blockchain could increase transparency and efficiency in the industry, and 92% of them advocated for industry-wide standardization.

If successful, TAG’s program could offer precisely this. CEO Mike Zaneis says “TAG helps create a collaborative environment for companies to share new ideas, exchange information” and points to DLT’s ability to create a new set of common standards through this cooperation.

 

来自: Ledger Insights