Sky, O2, And Unilever Join New Jicwebs Blockchain Pilot For Trust And Transparency In Advertising


Unilever, Sky, and O2 are now the latest companies to be a part of Joint Industry Committee for Web Standards’ (Jicwebs) blockchain project. The program, which is still in its pilot phase, was created as an effort to improve the trust and transparency in digital advertising.

The blockchain pilot was announced back in May and it has the participation of several major firms. Companies that joined the initiative some time ago include major companies such as Nestlé, McDonald’s and Virgin Media.

Media platforms such as Netmums, Rightmove, and Gumtree have also joined the initiative recently. Agencies such as Zenith, Manning Gottlieb OMD, and OMD UK are all a part of it and are currently evaluating the process. An entity that represents the advertisers of the U. K., the ISBA, will conduct an audit of the process, too.

Richard Reeves, known as the manager of the Association of Online Publishers, has commented on the pilot. He affirmed that the body welcomes the initiative because it can be very important to increase the transparency of the industry, which is seen as a major move to increase its popularity.

With the increase of fake ads and deep fakes, the advertising sector is facing problems with the rise of new technology. Initiatives such as this one can shed some light on how to move forward. If the project is actually successful, the plans are to implement this new blockchain solution by next year. However, the group would need the authorization of some organizations before that.

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