Media Blockchain Pilot Welcomes McDonald’s, Virgin Media, and Nestle for Advertising Purposes

  • Jicwebs has a blockchain trial that is presently active, involving many major companies.
  • The goal of the pilot is to improve digital advertising.

Blockchain technology is being adapted to many different use cases, leading to the blockchain trial by the Joint Industry Committee for Web Standards.

There have already been multiple major companies to be added to this trial, and it looks like the Jicwebs has added a few more. According to an article by The Block, which referenced The Drum, the trial will now include McDonald’s, Nestlé, and Virgin Media.

The three companies will be involved with the pilot to show exactly the ways that they can use the fintech as a way to improve their digital advertising side with more transparency and trust. The pilot is planned to go through the rest of this year, though the first phase will primarily look at how blockchain technology can impact advertising. Going forward, the trial will also touch on the way to “optimize the supply chain and gain operational efficiencies for all involved” with the tech.

Kat Howcroft, the senior media and budget manager for McDonald’s, explained that the use of blockchain

“offers us the opportunity to see a truly transparent picture of our investment across the digital supply chain. We are also eager to understand the potential impact that this may have on our ROI and efficiency.”

Along with Nestlé, McDonald's and Virgin Media, their respective media agencies will be involved as well, which include Zenith, OMD UK, and Manning Gottlieb OMD. Other participants will be announced as the trial continues and further supply chain mapping is completed, which will end up including publishers and tech vendors. Right now, the Fiducia blockchain platform in London is supporting the trial.

Nestle has already ventured into the blockchain industry, and it has been using the tech to provide information about the condition and origins of their food since 2017. Head of media communications, Steven Pollack, commented that the brand was “excited” to be involved with the pilot. He added,

“Blockchain is a new technology being tested in many diverse industries. It’s great to be one of the first brands to gain insight into its potential in programmatic.”


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