Unilever is the pilot partner for a new blockchain platform that promises to add transparency to digital advertising.
Blis is currently testing the platform, which runs on the IBM Blockchain Platform. It is bringing its expertise in advanced location data technology to help marketers working in a post-GDPR climate understand where data that they use to identify potential audiences has come from.
The platform has been built to make it easier for marketers to understanding the location and demographics of the data that they are working with. On the new platform the source of the geographical data is written into the blockchain, meaning that it cannot be changed and remains verified. That should give advertisers and data providers more confidence in the provenance of the data and in how the individual provider complied with GDPR regulations. Information included in the platform includes data transactions from individual apps to wi-fi data.
As pilot partner, Unilever will help to evaluate and refine the service that Blis can provide to advertisers and data providers in the future.
"Unilever is committed to partnering with organisations which create better digital
infrastructure," said Luis Di Como, executive VP, global media, Unilever Group. "This new capability is an important step towards transparency and clarity in data provenance and compliance across our global activity."
Greg Isbister, chief executive at Blis, said: "We’ve taken an innovative approach to tracking geographical data for digital advertising to solve a critical problem. Combining our deep expertise with blockchain technology will allow us to deliver a new solution that will address the growing trust, accountability and transparency needs that are pressing the advertising industry."
Clients will benefit from the new capability as they can transparently validate data
provenance and understand individual providers GDPR compliance. Brands can analyse the
data they are using by accessing the platform, which provides access to all data
transactions, from individual apps to Wi-Fi data.
Blis has been exploring a blockchain integration since last year to demonstrate their
commitment to transparency. Coming off the heels of GDPR going into effect late last
month, this integration addresses some of the concerns that companies have around
compliance with data regulations globally.