Unilever's pilot program with IBM on digital ad buys has produced positive results, according to a Campaign report.
The consumer goods giant has been working with IBM on a blockchain project to help the firm save money on ad reconciliation — the process to confirm ad contracts have been delivered. According to Luis Di Como, the recent program has shown evidence that it's an area in which Unilever can save money.
"This is not going for the latest shiny tool. We are going through our rules and our principles to build trust again and having full transparency across all of our operations," Di Como told Campaign.
Following the initial test, Unilever is now expanding the pilot, creating a consortium with an ad software company to develop blockchain solutions for wider digital supply chain applications.