How Blockchain Could Help Improve Transparency in Digital Advertising

How Blockchain Could Help Improve Transparency in Digital Advertising

Mobile ad network Kiip tests a new approach to reporting campaign results

An interview with:
Brian Wong
Co-Founder and CEO
Kiip

Advertisers across the board are after increased transparency in their digital campaigns, and mobile ad network Kiip is working to bring that to their clients by testing a simpler, less theoretical approach to recording campaign data in a shared, immutable ledger. eMarketer's Nicole Perrin spoke with Brian Wong, Kiip's co-founder and CEO, about the benefits of taking reporting to the blockchain. Wong was interviewed as part of eMarketer's August report, "Cleaning Up the Digital Media Supply Chain: What Will Move the Industry Toward Transparency and Optimization?"

eMarketer:

What led Kiip to run a blockchain-based mobile ad campaign?

Brian Wong:

We've been tinkering with the idea of using blockchain for a while, but we didn't want to make it super-theoretical or more of a white paper. We tried to figure out the lowest-hanging fruit and easiest use case that solves a real problem and can further help us serve our clients better. In our case, that was this idea of radical transparency.

Interview conducted on July 2, 2018

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