PepsiCo & Mindshare See a 28% Uplift in Efficiency Thanks to the ‘BlockChain’

PepsiCo has become the latest multi-national to benefit from blockchain utilization. In a recent trial know as the ‘Project Proton’, PepsiCo has highlighted a massive 28% increase in supply-chain efficiency. The purpose of the trial was to examine if blockchain implementation could address industry challenges in programmatic advertising.

The news was shared on Monday by PepsiCo’s media agency and partner, Mindshare. In this partnership, a programmatic end-to-end supply-chain reconciliation was carried out using the Zilliqa blockchain platform.

These smart contracts reconcile impressions that are delivered from multiple data sources with payments facilitated using an internal Native Alliance Token (NAT) all in near real time, resulting in major efficiency gains and complete transparency for the brand owners.

According to Mindshare the results highlighted efficiency increases of costs for viewable impressions in running the campaign through smart contracts, versus another without.

The testing was conducted in March 2019 through the Asia Pacific region and now plan to run a second phase with the addition of payments to publishers and more performance metrics.

Rubicon, marketing technology firm MediaMath, Zilliqa Research and media firm Integral Ad Science are amongst the partners who have been working on this project over the past year. The work carried out for Project Proton appears to be a huge positive which will undoubtedly spur this group onward to further success.

Farida Shakhshir the Director of consumer engagement for PepsiCo stated:

We are happy to be partnering with Mindshare to test the application and value add of blockchain in media. It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.

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