Hershey Becomes Member Of AdLedger Blockchain Consortium
Hershey, the leading US chocolate maker, has become a member of the AdLedger advertising consortium, AdWeek reports.
Hershey joined AdLedger together with the French media group Publicis Media and the GABBCON organization. The consortium was created in 2018 with the participation of IBM, Tegna, and MadHive. It has become a non-profit organization for developing solutions based on distributed ledger for the digital advertising market.
At the current stage, the advertising market needs transparency, and blockchain technology will help solve various issues. Distributed ledger can provide information on how fairly and accurately agencies manage advertising time and track traffic.
Vinny Rinaldi, the chief of media and technology at Hershey, stated that blockchain drew his attention for the first time in 2017 when he worked at Dentsu Aegis. He believes that advertising campaigns implemented using distributed ledger can provide significant assistance in tracking information.
Moreover, for Hershey, blockchain solutions can go far beyond advertising and relate directly to products. The whole chocolate production process can be tracked on blockchain “from bean to bar”, and this will be a revolutionary business solution, Rinaldi stressed.
In addition to the advertising market, distributed ledger technology is widespread in many other areas of activity. As previously reported, seven of the world's leading oil and petroleum corporations decided to develop a unified blockchain platform.