Hershey Company Joins AdLedger Blockchain Consortium
The Hershey Company, a well-known American chocolate production company, joins the AdLedger blockchain consortium, according to AdWeek recent report.
AdLedger was founded by IBM, Tegna and MadHive blockchain company in 2018 and is a non-profit consortium developing DLT solutions for the digital advertising market. Along The Hershey Company, French media group Publicis Media and The Global Audience Based Buying Conference & Consultancy (GABBCON) joined the consortium. Blockchain can supposedly solve the problems of data transparency and processes in advertising — for example, by making information available to everyone within the ecosystem on how publishers verify traffic, and the processes that ad agencies and other intermediaries follow to ensure that they work with decent publishers.
Vinny RINALDI, head of addressable media and technology for The Hershey Company, noted that, in addition to advertising, the company is considering other possible applications of the blockchain technology. According to him, Hershey can use it to control production at chocolate factories, facilitating tracing of cacao “from bean to bar.”
Image courtesy of Fortune
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