In an effort to disrupt and reshape the current state of the digital marketing industry, AdEx, a decentralized ad network based on blockchain and smart contracts, have joined forces with the members of IAB Tech Lab’s Blockchain Working Group.
AdEx and IAB Tech Lab Partnership
The IAB Blockchain Working Group is lead by Shailley Singh and was created to explore the real-life application of blockchain technology for the needs of the digital advertising space. It aims at establishing standards and best practices for the use of blockchain in online advertising — and this is why AdEx is a perfect fit.
Currently, the working group is working on developing education for blockchain technology and its use in advertising. This includes setting priorities for business use cases, installing technology standards and instituting best practices.
AdEx joins a stellar list of companies and experts participating in the group. Among them are Adobe, IBM, MetaX, Amazon, BuzzFeed, Google, Nielsen, Twitter, Publicis Groupe, Papyrus, Shazam and many others.
Working together at this initial stage is crucial for the fast and sustainable adoption of blockchain by the advertising industry. The IAB Blockchain Working Group has the potential to reshape an entire marketplace and set the tone for the future of the ad tech industry. This is why we are delighted that we are a part of it.
The IAB Tech Lab is an independent international research and development consortium founded in 2014 in the USA. It’s goal is to produce and establish global industry technical standards — a task carried out through a number of different working groups. To date, an array of digital publishers, marketing agencies, technology firms and other companies interested in interactive marketing contribute to these working groups within the Tech Lab.
The organization’s founding members included the companies AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN.