McDonald’s, Nestlé enter blockchain media pilot

McDonald's, Nestlé and Virgin Media have become the first companies to sign on with a blockchain pilot headed up by the Joint Industry Committee for Web Standards (Jicwebs).

They will be joined by their respective media agencies (Zenith, OMD UK and Manning Gottlieb OMD), following calls by Jicwebs in May for the industry to join the project. The companies will participate in the trial during 2019, measuring the impact of blockchain solutions that provide "end-to-end supply chain transparency and clarity around advertising spend." 

Further stages of the trial will look to "optimise the supply chain and gain operational efficiencies for all involved." Jicwebs has partnered with Fiducia for the initiative. If successful, the former will consult the industry on how best to roll it out by 2020.

Kat Howcroft, Senior Media and Budget Manager at McDonald’s, says: “This technology offers us the opportunity to see a truly transparent picture of our investment across the digital supply chain. We are also eager to understand the potential impact that this may have on our ROI and efficiency.”

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