blockchain<\/a> is a public, distributed, anonymised ledger of transactions that is supremely trackable and traceable. It is the technology that underpins digital currencies like Bitcoin, but, in theory, those “transactions” don’t have to be monetary.<\/p>\nIBM has already brought its Watson AI tech to bear on advertising, acquiring The Weather Company and, together, offering a system through which brands could make interactive brand assistants, for example. Now IBM’s Rangaiah wants to go further, using blockchain’s transparency, which comes as a default, to pitch to an advertising community plagued by concerns over opaque practices.<\/p>\n
“Because it\u2019s a clear supply chain, it\u2019ll also be ad-tech players in that mix that will no longer be necessary,” he says. “If everybody has the same information, you won\u2019t need every single one of them.<\/p>\n
“I\u2019m exploring a pilot as we speak right now with a big client, a big agency and various partners and players. We\u2019re going to start that probably in the next month or so. We\u2019d like to open it up to the industry at large.<\/p>\n","protected":false},"excerpt":{"rendered":"
CANNES \u2013 Who would ever have thought that the world’s biggest festival for celebrating creativity in marketing would have ended up discussing artificial intelligence, blockchain and cognitive technologies? Those were some of the trends on the lips of ad execs as Cannes Lions got underway early this week – but how could they help advertisers? […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6586,6588],"tags":[5518,5866],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46609"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46609"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46609\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46609"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46609"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46609"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}