A year-long pilot that uses blockchain to improve online advertising efficiency has yielded promising initial results, according to IBM CMO Michelle Peluso.
The project has already reduced pennies on the dollar of waste in the area of ad reconciliation and brought greater transparency to the complex gauntlet of intermediaries brand advertisers have to deal with, Peluso told VentureBeat in an interview this week. And there’s more to come, she said.
Peluso’s remarks are the first time the company has commented publicly about results of the pilot.
Reconciliation refers to the process advertisers use to ensure contracted agreements are actually delivered. Peluso estimated the average savings at 2 to 3 percentage points, though the company is still collecting results from its multiple brand partners.