Blis, a location data technology provider, has announced a blockchain-based pilot platform to add transparency across the data ecosystem.
Founded in 2004, Blis helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes.
Key challenges faced by marketers include ensuring compliance with data privacy regulations, understand where it came from, and to account for the performance of data relative to its costs. Blis said that the platform, running on the IBM Blockchain Platform, will help address these concerns.
By recording the source of the geographical data on the blockchain, the platform will provide advertisers and data providers with greater confidence in the provenance of the data, by giving them access to a transparent blockchain that is immutable and verified. They would also be able to better understand individual providers GDPR compliance.
"We've taken an innovative approach to tracking geographical data for digital advertising to solve a critical problem. Combining our deep expertise with blockchain technology will allow us to deliver a new solution that will address the growing trust, accountability and transparency needs that are pressing the advertising industry," said Greg Isbister, CEO at Blis.
Blis has announced Unilever as a pilot partner on the platform and will help evaluate and refine the service it can provide to advertisers and data providers moving forward.
"Unilever are committed to partnering with organizations which create better digital infrastructure. This new capability is an important step towards transparency and clarity in data provenance and compliance across our global activity," said Luis Di Como, Executive VP, Global Media, Unilever Group.
