• PepsiCo sees a 28% rise in efficiency after partnering with Mindshare for their marketing requirements
• The Mindshare Zilliqa partnership is executed under the alias ‘Project Proton’
• Major companies like Rubicon project, MediaMath, and Integral Ad Science are partners in this joint venture
• The project is executed by deploying smart contracts on the Zilliqa Blockchain

Mindshare, a global media and marketing Services Company that is a part of WPP, has succeeded in providing seamless end-to-end reconciliation of the programmatic supply chain for beverages manufacturer PepsiCo on the Zilliqa blockchain network.

A victory for blockchain in supply chain management

According to recent reports Zilliqa, a Singapore based company, and Mindshare joined hands back in 2017 to provide digital advertising and marketing solutions on the blockchain. The exclusive partnership involved testing whether these advertising services could be implemented on Zilliqa’s blockchain protocol to address various industrial challenges which included contextual advertising, develop strategic initiatives around data privacy and develop on industry-wide tokenization program that could be used for publisher and content scoring.

The partners did provide what they were hoping to implement when they ran a test in March 2019 under the alias ‘Project Proton’ in the Asia Pacific with control versus test budget in partnership with Rubicon project, MediaMath, and Integral Ad Science to measure various benefits of the project. Mindshare saw a 28 percent increase in efficiency concerning costs for viewable impressions when running the campaign through smart contracts against one without smart contracts.

Project proton is completely changing the advertising business

The Project Proton initiative was announced six months ago and was also designed to explore the various challenges of programmatic advertising. The task is achieved by deploying the smart contracts on Zilliqa’s blockchain which reconcile impressions that are delivered from multiple data sources with payments via an internal Native Alliance Token (NAT) all in real time and this result in huge efficiency gains and complete transparency for the clients.

Project Proton currently is gaining a lot of attention because of its automated settlements based on view ability-verification methods where clients need to pay only for the ad impressions that have been deemed viewable and brand-safe. This omits any ad fraud and the entire process is transparent to the brand at each and every step.

Gowthaman Ragothaman, global lead for blockchain across GroupM, said:

“The impact on marketing budgets and performance brings great value to the advertiser. We will expand the alliance and keep developing more features on the smart contracts to include more media performance metrics to make it even more effective.”

Farida Shakhsir, Director of consumer engagement for PepsiCo AMENA said:

“We are happy to be partnering with Mindshare to test the application and values add of blockchain in media. It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”