Heralding a new age of ad-buying transparency, AB InBev and mobile marketing startup Kiip have joined forces on a blockchain mobile ad campaign.
“This campaign will increase transparency in programmatic ad buying and support the ways our brands earn consumers attention,” according to Lucas Herscovici, AB InBev’s Global Marketing Vice President of Consumer Connections, Insights and Innovation.
The campaign -- featuring the Bud Light, Budweiser, Michelob Ultra, Estrella Jalisco, Stella Artois, and Bud Light Lime-a-Rita brands -- uses Kiip’s ad-targeting capabilities to move toward what it calls an “earned and owned” mobile media strategy.
The campaign relies on Kiip’s “Single Ledger” blockchain product, designed to discourage mobile ad fraud. For all parties involved in the buying process, Single Ledger essentially allows direct campaign data viewing and auditing.
As with all blockchain technology, the point is to reduce the potential for fraudulent reporting by third parties and ad servers, while simplifying what has historically been a labored reporting and payment process.
“Blockchain’s magical impact comes in the form of its immutable and decentralized ledger technology,” according to Brian Wong, founder-CEO of Kiip. “Data that is stored uniquely in thousands of servers can never be manipulated.”
Going forward, Wong believes blockchain technology has the potential to reshape supply-chain transparency, campaign data reconciliation and viewability verification.
Founded in 2010, Kiip has raised more than $32 million in venture capital and is backed by Hummer Winblad, Relay Ventures, True Ventures, Verizon Ventures, U.S. Cellular, American Express Ventures and IPG.
Along with AB InBev, clients include Coca-Cola, Kellogg’s, Procter & Gamble, Johnson & Johnson, and McDonald’s.