In February, IBM and Unilever announced that it was teaming up to create a blockchain-based solution for media buying.
Using IBM Blockchain, and designed by IBM iX, the solution will first solve financial reconciliations for media buying. This will provide the foundation to solve multiple problems across the ecosystem and provide greater transparency for advertisers.
According to a joint statement by Keith Weed, chief marketing and communications officer for Unilever and Babs Rangaiah, executive partner, global marketing, iX IBM Global Business Services, the first phase of the programme (already underway in February) will use smart contracts that validate the agreed figures, discrepancies are cleared right away versus trying to clear weeks or months after as is the case for many media buys. To date, we’ve tested the solution against historical data and the results suggested directionally that we will get what we’re looking for – a reconciliation and unified view.
At Campaign's Breakfast Briefing, Alison Davis, IBM's industry solutions leader, UK & Ireland, will share a picture of "Blockchain in action" using IBM's work with Unilever as an example.
Davis is responsible for leading the business development and industry solutions practice for IBM’s Telecommunications, Media & Entertainment (TME) industries in the UK & Ireland. She also works alongside the global and European industry teams, and is a trusted advisor to Clients and partners regarding business transformation especially driven by AI.
At the briefing, Davis will be presenting alongside keynote speaker Hugo Pinto, managing director UK and Ireland of AccentureDigital who will deliver a no-holds-barred talk that will provide a clear explanation of blockchain and it's implications for businesses. His talk will help you sift the brilliant from the bullshit.
Lawrence Weber, innovation partner at Karmarama will follow with a presentation of a case study his agency, along with Accenture, is working on with the UN to help grant refugees identification documents using blockchain.
The morning will also see a presentation from Julie Langley, partner at Results International on where investment money is going when it comes to blockchain solutions. Her quick overview will be followed by a lively panel debate discussing if blockchain really is the ideal solution for media transparency.
This event will take place on the morning of 6 June at The Regent Street Cinema.