Ternio, a company providing a scalable blockchain solution for transparency in programmatic advertising, has announced that Chicago-based ad agency RPM Advertising will trial run its blockchain solution with two brands—Terlato Wines and Majestic Star—this July. The aim is to provide inventory verification and transparency to the digital advertising process.
Stephen Platcow, RPM CEO, said: “We are devoted to discovering the best ways for our brand clients to advertise and are excited to be the first agency to run a blockchain-enabled programmatic advertising campaign. We look forward to seeing how Ternio will improve what is currently a very murky ad-buying and verification process.”
RPM and both brands are looking to achieve greater efficiencies in digital advertising using Ternio’s technology. Transparency of the ad supply chain is a focus for many brands and agencies, so the ability to garner this insight in a programmatic environment is key. Both Majestic Star and Terlato will be applying 100% of their online display budgets to piloting Ternio’s platform once up and running. Ternio hopes its blockchain will solve the problems that continually plague digital advertising—lack of transparency, lengthy payment models, and advertising fraud.
The Lexicon framework underlying the operation uses highly modified versions of Hyperledger Fabric and Stellar. As a fully decentralized solution, the smart contracts ensure terms are met while providing visibility into the transactions in the supply chain. Ternio’s technology provides a communication layer for ultra-fast data transfer and can support the high queries per second required for programmatic buying and selling.
Co-Founder of Ternio, Ian Kane explained: “We don’t want to dictate how and where advertisers buy media, but rather bring transparency to the process. Ternio will verify the user, instantly pay the publisher, and protect the advertisers from common forms of fraud, ultimately helping both brands and publishers regain trust in the marketplace.”