Mindshare unveils new blockchain partnership

Mindshare today announced a new partnership with Singapore-based Zilliqa, a new public blockchain platform.

Zilliqa is designed for high-end apps that can be scaled quickly, according to the company’s site. It’s design means that it can process more than 2,400 transactions per second, which is currently around 200 times more than can be processed in Bitcoin or Ethereum today.

Mindshare said the partnership will test Zilliqa’s blockchain protocol in addressing industry issues around contextual advertising in 'fake news', new initiatives regarding data privacy, and a potentially industry-wide tokenisation programme that could be used to score publishers and their content.

“We have a set of hypothesis that we want to prove either right or wrong and to build some tools that will eventually benefit the business of advertising and technology, especially when it comes together to influence consumer behaviour,” said Gowthaman Ragothaman, global chief strategy officer of Fast, Mindshare’s integrated performance unit.

The partnership will be piloted from Singapore, through Fast’s Asia-Pacific hub and Zilliqa.

Xinshu Dong, Zilliqa CEO, said the company is very keen to explore using a “high-throughput distributed ledger in the advertising industry”. He is confident that the partnership with Mindshare will deliver new solutions “to some of the most challenging issues plaguing the digital advertising industry.”