In a global-first, smart contracts based on verified ad impressions using blockchain-based programmatic have been trialed.

A blockchain-based test of programmatic advertising for PepsiCo has improved ad efficiency by 28 percent as a result of using smart contracts.

Blockchain-backed advertising is being trialled through Project Proton, a Mindshare-driven alliance of blockchain programmatic ad tech, to improve buying efficiency, ensure brand safety and improve transparency by automating based on viewability verification methods. 

The goal is to ensure advertisers only pay for ads served in environments deemed to be viewable, safe for the brand, and free of advertising fraud. In this case, the test ran in March this year and compared viewable impressions in two versions – one campaign using blockchain-backed smart contracts and the other without.