How Pork & Mangos Beckon Advertisers To Blockchain: IBM’s Rangaiah

Blockchain is still early in its life cycle of development – but could soon help advertisers and others track the provenance and history of what they buy. That is the new idea bubbling in some sections of ad-land, as technology companies look for ways to take the new infrastructure to new customer categories beside crypto-currency. […]

 

Unilever’s Keith Weed On Collaborating To Improve Digital Platform Content, Using Blockchain To Vet Transactions

PALM SPRINGS, Calif – Unilever is working with social media platforms like Facebook and YouTube on a “collaborative” basis to improve their content for the good of society while building a private blockchain to tackle transparency issues surrounding its own digital advertising. “The swamp isn’t very transparent,” says Unilever Chief Marketing & Communications Officer Keith […]

 

Unilever Will Use Blockchain To Cleanse Digital Supply Chain: IBM iX’s Babs Rangaiah

PALM SPRINGS, Calif – Behind Unilever’s public demand for greater trust on digital platforms is an ambitious plan by the global marketer to embrace blockchain technology. Its first step is to build a private blockchain to begin cleaning up the digital media supply chain, with its preponderance of middlemen and conflicting numbers. “Blockchain was built […]

 

Advanced TV Offers Better Targeting, More Consumer Choices: IBM iX’s Rangaiah

How does “advanced” television in all of its forms—OTT, VOD, online—come to resemble good old-fashioned network TV? When its ad inventory and viewers are concentrated among a few big players. To be sure, the advantages of advanced TV include the ability to use data for better audience targeting and results measurement, Babs Rangaiah, Partner for […]