MetaX and ConsenSys beta launch blockchain-based digital advertising solution

Los Angeles-based company MetaX is unlocking the power of blockchain technology for the digital advertising ecosystem. The MetaX platform allows the digital advertising supply chain to coordinate in a scalable, trustworthy and secure way using the blockchain.

MetaX reached out to ConsenSys, a blockchain production studio based on Ethereum, to co-build adChain, a blockchain-based protocol that powers the ad-centric applications MetaX is bringing to market for the digital ad industry. The adChain protocol works across all digital advertising channels and is the only technology-driven solution that enables participants across the supply chain (from advertisers to DSPs to publishers to safety vendors) to coordinate and work together in a new healthy ecosystem free of fraud, bot traffic, and malware.

Ken Brook, co-founder and CEO of MetaX

Ken Brook, co-founder and CEO of MetaX said:

“Innovation in digital advertising is growing faster than our standard industry protocols can support. This has created gaps in the ecosystem that can be exploited. Blockchain has a number of exciting implications for digital advertising. Fraud prevention is a natural first application given the transparency and security blockchain brings, and because fraud is such a major issue for the advertising sector.”

Thomas Benton, CEO of the Data & Marketing Association (DMA) stated:

“It’s inspiring to see smart start-ups take on providing innovative solutions to challenges in our industry that are resulting in fraud and injuring marketers’ relationships with their customers. As the only trade association in marketing and advertising that represents all parts of the ecosystem equally, DMA is eager to see its members, like MetaX, provide innovative and trust-based solutions that support the client and supply sides of our industry around ad-fraud and other system-wide pain points.”

Why Blockchain Is Right For Advertising

Blockchain has the capability to transform digital advertising. At its core, a blockchain is a decentralized shared ledger that records transactions into “blocks.” Unlike the current advertising ecosystem, which requires buyers and sellers to trust each other and/or a third-party, all transactions recorded on the blockchain use a system that’s secured by the broader participants of that blockchain via cryptography. It also has no central owner and no single point of failure, making it an extra-secure place to record these transactions.

Blockchain provides a detailed audit trail – something every advertiser wants. All transactions are auditable within the blockchain’s universal, immutable ledger. The end result is a scalable, trustworthy solution for tracking and verifying all advertising impressions, that provides media buyers 100 percent transparency into the supply chain.

Using the MetaX platform to hook into and access the adChain protocol is as easy as setting up a normal campaign. There is zero change to existing systems and no deep integration is necessary.

Joseph Lubin, Founder, ConsenSys said:

“The digital advertising industry is experiencing tremendous growth while increasingly struggling with problems like ad fraud, offering an ideal use case for blockchain technology. The MetaX team are experts in digital advertising. It was a perfect complement to work with us, the largest blockchain startup, in helping the industry solve these problems and become more efficient and transparent. The development of the adChain protocol on the Ethereum platform brings a powerful and unparalleled approach toward reaching these goals.”

Key benefits of the MetaX platform include:

Digital advertising industry partners, such as publishers, advertisers, safety vendors, exchanges, DSPs and more, are all invited to participate in an ongoing private beta program.

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