Mindshare, the global media agency, has announced its partnership with Zilliqa, a blockchain protocol, which will see the WPP-owned media agency use the platform to address advertising in relation to fake news, develop strategic initiatives around data privacy and develop an industry-wide tokenisation program.
Zilliqa, which is headquartered in Singapore, is designed to scale securely in an open, permission-less distributed network and support thousands of transactions per second, in contrast to 3-7 transactions per second in bitcoin and ethereum.
“Blockchain technology is going to influence the media and entertainment industry at a much more rapid pace than we ever thought possible,” said Gowthaman Ragothaman, global chief strategy officer at Mindshare’s integrated performance unit FAST.
“We have a set of hypothesis that we want to prove either right or wrong and to build some tools that will eventually benefit the business of advertising and technology, especially when it comes together to influence consumer behaviour,” added Ragothaman.
Xinshu Dong, CEO of Zilliqa stated “We are incredibly excited to be working with Mindshare on this ground-breaking industry initiative and applying the Zilliqa blockchain protocol to address pervasive industry issues around contextual advertising and validated content.”