MetaX, a company aiming to utilise the power of blockchain for digital advertising, and Data & Marketing Association (DMA) have announced a collaboration in order to introduce adChain, a blockchain-based solution for the digital advertising industry. Built by MetaX, adChain is an open protocol on the public Ethereum blockchain that enhances digital advertising’s disjointed supply chain. This solution integrates transparency, efficiency and trust to the industry.

adChain harnesses blockchain to create a secure environment for digital advertising to occur, ensuring ad spend reaches quality inventory on qualified publisher sites. Combatting the perceived current system, which the companies describe as an opaque supply chain, where ad spend can be wasted on fake views, and publishers can lose revenue to spoofed domains, adChain is aimed to improve digital advertising by providing an open and transparent, secure and auditable, and efficient and balanced ecosystem.

Additionally, adChain will leverage the Ethereum blockchain to tap into a developer community with market-driven, economic incentives to identify and drive out ad fraud. The adChain solution is designed to help advertisers by empowering them to purchase inventory from fraud-free sites, as well as providing verifiable campaign auditing through cryptographically secure impression tracking. Publishers, on the other hand, will regain full ownership of their domain, blocking the ability for bad actors to fraudulently use their identity in the advertising supply chain

While the Data & Marketing Association delivers adChain to its members, DMA’s intention is to engage with other industry organizations on this initiative. Celebrating its 100th anniversary this year, DMA is comprised of innovators across the data and marketing ecosystem, including brand marketers, agencies, service providers and media companies.

Ken Brook, co-founder and CEO of MetaX, remarked: “As a leading advocate for the digital advertising community, DMA is uniquely positioned as the only marketing trade association that represents the entire ecosystem – from demand side to supply side. This aligns with the utility value that adChain brings, thus we can all work together with the adChain solution.”

DMA’s CEO, Tom Benton stated: “DMA leads initiatives that positively impact the data and marketing industry. Given the current state of digital advertising, we have a responsibility to deliver to our members the tools and knowledge to succeed. We are excited to work with DMA member MetaX to introduce adChain to the market and provide the digital advertising industry with a brighter future.”