by James Hercher
// Friday, August 3rd, 2018 – 5:47 am “It reminds me of early days of programmatic when different DSPs were coming out and people were thinking of different ways to transact in the ecosystem,” said David Lee, programmatic group lead at the independent agency The Richards Group. Blockchain solutions for ad tech typically seek to either reconcile campaign results or supply chain payments.
“There are many meetings that go into a ditch because people are not reconciling certain numbers,” said Josh Herman, Kimberly-Clark’s global director of digital marketing and innovation. Tyson Foods is working on blockchain pilots to improve its digital payment and reconciliation cycles because it otherwise takes months or even a year to settle campaign performance data, said Trace Rutland, Tyson’s director of media innovation.
The blockchain-based technology startup FusionSeven originally planned to solve rights management disputes in digital media but shifted to reconciliation, said CRO Michael Jolly. “Reconciliation and clearing campaigns [are] a major pain point and will be the first barrier blockchain will actually help clear,” Jolly said.
Payments are a similarly thorny problem for digital marketers, but they may take a back seat to reconciliation, partly because programmatic’s payments problem is a result of marketers disputing results (aka reconciliation), but also because many blockchain companies don’t want to introduce cryptocurrency features into early-stage deals. “There’s nothing as unsexy as blockchain without the crypto part,” Rutland said.
But marketers aren’t looking for flash. The blockchain software company Amino Payments has an internal cryptocurrency called Grains, each one-billionth of a penny, but deals with clients only in dollars, founder and CEO Will Luttrell told AdExchanger. Read more from adexchanger.com…
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