Truth, The Marketing Group’s (TMG) blockchain-enabled media agency, has successfully launched the ‘world’s first’ advertising campaign using blockchain smart contract technology.

The media agency, which launched in November 2017, ran the campaign across a national newspaper for 10 days until 19 March. Truth worked with Avocet as the demand side platform (DSP), Sonobi as the exchange, and a UK-based publisher on the campaign for an undisclosed major brand.

Using blockchain technology, Truth was able to fully disclose all fees involved to the client and validate that each partner had delivered on agreed elements, ensuring 100 per cent transparency.

“There are so many myths around blockchain’s use in advertising that need to be exploded,” said Mary Keane-Dawson, CEO of Truth. “The success of this campaign proves that blockchain in advertising is not ten years away – it is here today; it is fast enough, it provides the view that advertisers are demanding and it will deliver a cleaner media supply chain with 100 percent transparency.”