The Joint Industry Committee for Web Standards, Jicwebs, has engaged participants to launch its Blockchain pilot project earlier this year. Three multinationals, including McDonald's, Virgin Media and Nestlé, volunteered.
These are only the first, the rest is yet to come
This first series of tests would evaluate how Blockchain technology could help solve the problems of trust, transparency and inefficiency in the online advertising industry.
These three companies were contacted by their respective news agencies. Subsequently, they committed to continue the program until the end of this year.
Jicwebs hopes to attract more brand partners, publishers and technology providers as the project develops.
Previously, Jicwebs has already signed a partnership with Fiducia, a London-based technology company, as part of this initiative.
If the test turns out to be a success, Jicwebs will finalize a long-term course with Fiducia by 2020.
The Blockchain can not solve everything
According to a general observation, Blockchain's marketing landscape has improved over the past two years, growing 16 times faster than in 2017.
Regarding the ambitions of Jicwebs, the growing popularity of this technology among major brands does not promise that the Blockchain is the miracle solution to the recurring problems in the digital space.
The next step in this test will be research focused on supply chain optimization and operational efficiency.
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