IAB Tech Lab Launches Blockchain Pilot Program for Best Practices

Initiative Explores How the Technology Can Improve Advertising Automation, Tapping Into Member Companies FusionSeven, Kochava Labs, Lucidity & MetaX

The IAB Technology Laboratory revealed details into its Blockchain Working Group’s pilot program to demonstrate the application and value of blockchain technology for digital advertising. The initiative will provide a real-world mechanism for testing blockchain-based products and services, with a goal of applying learnings to develop an industry whitepaper outlining best practices and ultimately to develop standards to support the application of blockchain technology.

Several members of the IAB Tech Lab’s Blockchain Working Group are actively involved in the program: FusionSeven, Kochava Labs, Lucidity, and MetaX. Each of their pilots will also include partners from across the supply chain, including advertisers, agencies, DSPs, exchanges/SSPs, publishers, and technology vendors.

For example, one pilot utilizes Lucidity’s ‘Layer 2’ infrastructure protocol to verify impressions and provide programmatic supply chain transparency through a neutral, decentralized shared ledger—capable of processing and verifying high volumes of data from multiple parties to reach consensus on the blockchain. Lucidity's initial pilot will be followed by a series of pilots including fee transparency, digital publisher signature, and audience verification.

In addition, MetaX launched its adChain Registry, a blockchain-driven list of brand-safe sites determined by token holders. FusionSeven and Dennis Kochava Labs will be sharing their pilot products at a later date.

“We’re dedicated to understanding advertisers’ and publishers’ needs and exploring emerging and established technologies that can solve real problems in digital advertising – in support of a clean, scalable, and efficient ecosystem,” said Buchheim, Senior Vice President and General Manager, IAB Tech Lab. “The Blockchain Working Group, which has over 150 member companies, is at the forefront of exploring industry standards and use cases for blockchain in digital advertising, and we’re looking forward to even more forward-thinking brands and key players joining the conversation.”