Group hopes the technology will ease ad fraud
King of Prussia, PA – September 10, 2018
A3 media (A3) is participating in a nationwide pilot program to reduce fraudulent billing and delivery discrepancies plaguing digital advertising. The pilot, headed by Lucidity Tech and sponsored by the IAB, is testing blockchain technology as a meaningful solution to address the issues. A3 is one of only ten agencies across the country invited to participate in the pilot by Lucidity.
The viewability of online advertising, a measurement relating to whether an ad has been seen, invaded by bots or clicked on by a person, is a major concern for brands. Industry experts estimate that almost 20 percent of the money spent on digital advertising is wasted by deceptive and careless practices. These activities cost brands $16.4 billion globally in 2017. The problem is so pervasive that many brands are reducing their advertising spend until the industry makes significant steps to remedy ad fraud.
Blockchain records transactions between two parties in a multi-point verifiable without needing first and third-party authentication. If successful, the technology will dramatically reduce ad fraud and increase transactional trust between advertisers and technology partners.
For A3, the blockchain pilot program is an extension of its twenty-year commitment to programmatic transparency. Ten years ago, the agency developed its own program, M3, which reconciled the data used by different parts of the ad supply chain to verify whether the ads were seen and properly targeted. M3 also helped the media agency connect digital advertising placement to product sales. A3 is the only agency using their own funds, instead of a client budget, to participate in the blockchain pilot program.
“A3 was founded on a commitment to clarity and honesty in advertising,” stated Frank Gussoni. “We’re proud to partner with Lucidity and the IAB to test blockchain capabilities. The pilot represents the first collaborative attempt by industry leaders, marketers and agencies to address the lack of transparency and accountability within digital advertising.”
About A3 media
A3 media transforms media from an expense into a smart investment. Since 1994, we have successfully helped regional businesses launch new products, expand into new markets and increase sales through media plans that make every dollar spent do more. Our clients have included brands such as Yuengling and Ashley Furniture. For more information about blockchain technology and A3, click here.