Unilever pointed out that the company was able to effectively seal unwanted media related expenses during the trial phase.
The system supposedly facilitates better management of ads in a “process by which advertisers ensure contracted agreements are actually delivered.”
Unilever has been partnering with computing behemoth IBM on the aforementioned venture for the past one-and-a-half-years. Unilever’s appraisal indicates a savings of between 2% and 3% using blockchain platform.
Following the trial, Unilever has expressed willingness to scale the system and build a consortium with ad software firm Mediaocean.
Di Como commented on the development:
“This is not going for the latest shiny tool. […] We are going through our rules and our principles to build trust again and having full transparency across all of our operations. [It is not a] cost-cutting exercise. […] It’s about finding better ways of doing things and releasing capacity to invest more in strategy, communications and media investment.”
IBM iX has initially collaborated with software supplier Mediaocean to unveil a blockchain based tracker for digital media transactions in June.