Mobile advertising DSP TabMo has become the first DSP to adopt blockchain-based ad trading platform Fenestra’s technology which it hopes will help solve issues of inefficiencies, opaque trading agreements and hidden costs in programmatic advertising.
TabMo says that agencies and advertisers who use the service will have full transparency on how much money is spent on the inventory they buy and the amount that's given to suppliers along the chain between the agency and the publisher.
Fenestra says it will provide the global ad market with an independent and secure platform to book, bill, pay and audit each and every transaction made through an advertiser’s media supply chain using its distributed ledger technology. Advertising clients will be able to follow their money through the supply chain using Fenestra’s Unique Transparency ID (UTID) system and assign an exact cost to each impression.
The ongoing issue of ad fraud for advertisers is estimated to be worth between $6.5 - $19bn worldwide.
Chris Childs, managing director at TabMo commented, “As the industry continues to do battle with the ongoing issue of the programmatic ‘black hole’ and ad fraud, advertisers are understandably demanding proven transparency; they need to know what things are costing which requires complete visibility of the supply chain.
Marco Ricci, managing director at Fenestra, commented, “Lack of transparency has played into the hands of the bad actors and fraudsters – and the issue will only get worse as more budget is spent on programmatic advertising. Advertisers and their agencies deserve deeper visibility into where their money is going.
"Blockchain technology puts every transaction in the supply chain under the spotlight and provides all parties involved with a single version of the truth. As the first mobile DSP to use our platform, TabMo is proving it is ahead of the curve, and a valued partner in bringing trust back to a much-publicised opaque industry.”