Applications

Toyota sees 21% lift in ad campaign performance owing to blockchain technology

(c)iStock.com/helen89

The automotive industry has recently seen what is being said to be the sector’s first ever blockchain-powered ad campaign that was led by Toyota, along with blockchain advertising analytics company Lucidity, and international ad firm Saatchi & Saatchi.

The main purpose of this collaboration was to introduce transparency into Toyota’s digital ad campaign buy, removing wasted spend. The carmaker witnessed a 21% lift in performance owing to Lucidity-optimised campaign. Lucidity provides auditable data across all parties in the supply chain, ensuring that the advertising standards are being implemented. For instance, Lucidity’s platform can identify data discrepancies that arise from suspicious activity like domain spoofing, bot traffic, and even auction games like bid caching.

In the latest Toyota campaign, Lucidity was able to blacklist sites and apps with high levels of impression and click discrepancy in order to shift budget to higher performing sites and eliminate wasted spend. Unlike other available solutions, Lucidity moves beyond probabilistic models to provide deterministic data at the log level for deeper optimisation against impression and click discrepancies, a major differentiator and driver of campaign lift versus using probabilistic existing solutions alone.

A whitepaper released by the Interactive Advertising Bureau (IAB) earlier this year called the blockchain technology a “natural fit” for the digital advertising supply chain. The technology not only reduces costs for publishers, but also helps them solve one of the most persistent issues in the supply chain: trust and fraud. By placing all ad buying and selling on a distributed ledger, bad actors looking to extract marketers out of lucrative ad income would be put at a disadvantage.

Interested in hearing leading global brands discuss subjects like this in person? Find out more at the Blockchain Expo World Series, Global, Europe and North America.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

To Top

We are using cookies on our website

We use cookies to personalise content and ads, to provide social media features, and to analyse our traffic. Please confirm if you accept our tracking cookies. You are free to decline the tracking so you can continue to visit our website without any data sent to third-party services. All personal data can be deleted by visiting the Contact Us > Privacy Tools area of the website.