Food and beverage mogul PepsiCo has finished a blockchain trial that resulted in a 28 percent improvement in supply chain efficiency.
The trial, called “Project Proton,” aimed to identify if blockchain could respond to “industry challenges” in programmatic advertising.
Mindshare, project partner and media agency of PepsiCo, revealed the news on May 6, stating that it helped in the trial, which facilitated a programmatic end-to-end supply chain reconciliation utilizing Zilliqa’s blockchain platform. The initiative compared a control budget with one for the trial to measure the efficiency of the technology.
Furthermore, Zilliqa’s smart contracts were utilized to automate the programmatic supply chain, according to Mindshare, adding that:
“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.”
Mindshare said that the results showed that efficiency improved “in terms of costs for viewable impressions, in running the campaign through smart contracts, versus one without.”
Other institutions that participated in the initiative included programmatic marketing technology company MediaMath, online advertising firm Rubicon, and media company Integral Ad Science.
The test was done in March in the Asia Pacific region. The partners now consider running a second phase with the addition of more performance metrics and payments to publishers.
PepsiCo’s director of consumer engagement for the Asia, Middle East, and North Africa regions, 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.”