Mobile attribution and marketing analytics platform Kochava recently announced XCHNG, an open and unified blockchain framework for the digital advertising ecosystem. The blockchain-based XCHNG system of record enables the tokenization of an insertion order – an IO, or a contract to buy advertisements – with the multitude of benefits that a blockchain-based system brings in order to facilitate transactions between buyers and sellers of advertisements. The XCHNG framework will be powered by the XCHNG Token, which will be released in a Token Generation Event in early 2018.
Kochava CEO, Charles Manning remarked: “Currently, marketers are stuck with a complex and inefficient centralized technology path to customers that is unsecured and lacks standardization and transparency. Advertisers are demanding greater efficiency, security and transparency in the industry. By leveraging a blockchain standard, XCHNG offers an open, decentralized model for digital advertising that simplifies the process through peer-to-peer buying and selling.”