McDonald’s, Nestlé and Virgin Media enter media blockchain pilot

Major brands have signed up for the Joint Industry Committee for Web Standards (Jicwebs) blockchain trial.

McDonald's, Virgin Media and Nestle have joined the organisation’s blockchain pilot, The Drum writes. The companies are going to measure how blockchain technology can be used to increase trust and transparency in digital advertising.

The pilot will last until the end of this year. The first phase of the trials aims to check how blockchain can affect advertising. In the future, it will work on how blockchain can be used to "optimise the supply chain and gain operational efficiencies for all involved."

According to senior media and budget manager at McDonald’s Kat Howcroft, blockchain “offers us the opportunity to see a truly transparent picture of our investment across the digital supply chain. We are also eager to understand the potential impact that this may have on our ROI and efficiency.”