By Worldwide beverage giant PepsiCo recently completed a blockchain trial which yielded a 28% boost in supply chain efficiency.
The project, named “Project Proton”, was trialed in an effort to explore whether blockchain could address “industry challenges” found within programmatic advertising.
Media agency and PepsiCo’s project partner Mindshare announced the news on May 6th stating that it helped facilitate the trial, which implemented a programmatic end-to-end supply chain reconciliation making use of Zilliqa’s blockchain platform.
The trial compared a control budget with one for the test to determine how effective the technology is.
Furthermore, Zilliqa’s smart contracts were utilised to automate the programmatic supply chain, stated Mindshare, adding:
“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.”
The trial’s results indicated increased efficiency “in terms of costs for viewable impressions, in running the campaign through smart contracts, versus one without,” stated Mindshare.
The project also included a number of other notable partners including Rubicon, an online advertising agency, MediaMath, a programmatic tech firm and Integral Ad Science, another media firm.
The trial took place early this year in March in the Asia Pacific region. All the partners involved have stated they have plans to run a second phase with a number of new metrics including the addition of payments to publishers.
PepsiCo’s director of consumer engagement for Asia, the Middle East and North Africa, Farida Shakhshir stated:
“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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