MetaX, a company aiming to utilise the power of blockchain for digital advertising, and Data & Marketing Association (DMA) have announced a collaboration in order to introduce adChain, a blockchain-based solution for the digital advertising industry. Built by MetaX, adChain is an open protocol on the public Ethereum blockchain that enhances digital advertising’s disjointed supply chain. This solution integrates transparency, efficiency and trust to the industry.
adChain harnesses blockchain to create a secure environment for digital advertising to occur, ensuring ad spend reaches quality inventory on qualified publisher sites. Combatting the perceived current system, which the companies describe as an opaque supply chain, where ad spend can be wasted on fake views, and publishers can lose revenue to spoofed domains, adChain is aimed to improve digital advertising by providing an open and transparent, secure and auditable, and efficient and balanced ecosystem.