How to use blockchain in advertising
How to use blockchain in advertising

How to use blockchain in advertising

By Amelia Tomasicchio - 18 May 2020

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Blockchain technology can also be used in different ways in the advertising industry. This was shown by Zilliqa when they partnered with Mindshare a year ago, a marketing company that also handles Pepsi Cola‘s advertising.

As a result, the advertising had been automated through smart contracts, managing to gain a not inconsiderable advantage in terms of the speed of the entire process as well as the verification of its performance.

A budget managed by a human or through traditional tools were, in fact, less efficient than those managed by Zilliqa’s smart contracts.

Carrefour and blockchain marketing

More generally, blockchain in advertising can also be useful to increase customer confidence in a company’s product. For example, it seems that Carrefour’s experiment with poultry tracked on blockchain thanks to a collaboration with EY on Ethereum’s blockchain has led to an increase in sales of tracked products compared to those without tracking.

In that case, there were many doubts about the project because – in particular not in Italy where Ethereum was not used – a private blockchain was used and therefore with data that could be easily modified. In any case, it was an effective advertising campaign, especially among those not involved in the blockchain sector.

And it is perhaps for this reason that Danone and other brands have also been using blockchain to track their products.

Brave and an example of blockchain advertising

There are also other cases, such as Brave, the browser that rewards its users with BAT tokens when they decide to view proposed advertisements.

This is another example of a link between blockchain and advertising as a way to empower users and protect their privacy and digital rights.

But not only that, in this case only users who are really potentially interested in advertising will see them, giving companies a chance to spend less money on advertising.

In this sense, another example is Blockstack, a dApp that manages user data in a decentralized way to avoid information leaks as in the case of Facebook and Cambridge Analytica. As a result, explaining to users that tools are used to protect their data could attract more people, especially in the case of a target group that is particularly attentive to their online data.

Amelia Tomasicchio

As expert in digital marketing, Amelia began working in the fintech sector in 2014 after writing her thesis on Bitcoin technology. Previously author for Cointelegraph and CMO at Eidoo. She is now the co-founder and editor-in-chief of The Cryptonomist. She is also a marketing teacher at Digital Coach in Milan and Business Developer at MEXC for the Italian market.

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