Zee Entertainment has deployed AdsDax's blockchain-powered advertising platform. The Indian media giant, valued at $2.5 billion, now tracks campaigns in real-time and uses the system to eliminate ad f
Zee Entertainment has deployed AdsDax's blockchain-powered advertising platform. The Indian media giant, valued at $2.5 billion, now tracks campaigns in real-time and uses the system to eliminate ad fraud. AdsDax built the platform using Hedera Hashgraph.
AdsDax and Zee Entertainment achieved the first deployment of blockchain technology at this scale in a live commercial environment. AdsDax's platform handles 1,300 transactions per second, proving wrong those who said blockchain couldn't process volume at advertising scale.
"Lots of people within the ad industry had dismissed the idea of using blockchain technologies to measure the success of their advertising campaigns because of concerns over data throughput," said Ryan Davies, chief product officer at AdsDax.
The platform gives publishers and advertisers a transparent, cost-effective way to conduct business. AdsDax will roll out a micropayment feature that pays consumers for their engagement with ads in HBAR, Hedera's cryptocurrency. An integrated consumer dashboard lets users control and manage their coins.
Ian Mullins, CEO of AdsDax, said the Zee Entertainment deployment validates the company's approach. "This record is a huge proof-point for our business model and showcases how AdsDax is leading the way in the adoption of Blockchain Technology in advertising. We are one step closer to our goal to pay micro-rewards to consumers for their time, data, and attention whilst surfing the internet."
Amit Qazi, head of ad operations at Zee Entertainment, explained the appeal. "We were amazed by the scalability and speed of the AdsDax platform. We have looked at the potential for Blockchain and Blockchain Technologies to solve publisher pain-points such as payment, transparency, and accountability. AdsDax has built a system that can not only process all of our inventory in real-time but also has the prospect of enabling real-time payments for publishers."
AdsDax is not alone in exploring blockchain for advertising. Dentsu, the Japanese advertising firm, and Aquilliz, the Korean company, are also testing how blockchain technology could reshape the ad industry.
