An advert for IoT blockchain business Hdac was broadcast at halftime for all matches shown on ITV and during the highlights on Eurosport helping bring awareness about both blockchain and IoT to millions of viewers in the UK and Europe.
The ad, that could well be the first time blockchain has been promoted on mainstream TV, will air for the duration of the World Cup, from June 14 to July 15, on UK terrestrial channel, ITV and on the pan-European television sports network Eurosport.
Hdac, which is short for Hyundai DAC and was launched by Chung Dae Sun, grandson of the Hyundai conglomerate’s founder Chung Ju-Yun, raised $258 million in 2017 to launch a platform that it says is setting out to combine blockchain with the Internet of Things.
The company’s Hdac Platform will be a key tool for implementing a more reasonable and efficient transaction system as the worlds of blockchain and IoT converge. Its underpinning technological philosophy is to dramatically improve machine-to-machine (M2M) transaction environments, making all transactions seamless and easy. Furthermore, Hdac says the technology will promote reasonable consumption and accurate management for all communication and utility expenditures.
One of the biggest challenge that the IoT industry faces it is the sheer scale of the data produced by so many disparate devices and how this data can be controlled and utilized. Hdac’s answer is the use of distributed ledger technology (DLT) to make sense of it all, so IoT contracts don’t just control access to devices but help communicate between them and ensure anonymity with all transactions recorded in the ledger.