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Leading brands test blockchain for digital media buys

Nestle, Virgin Media and McDonald's and their agencies, Zenith, OMD UK and Manning Gottlieb OMD, are the first businesses to participate in a Joint Industry Committee for Web Standards pilot program to gain insight into whether blockchain -- or distributed ledger technology -- can best be used to monitor digital ad spend. "This technology offers us the opportunity to see a truly transparent picture of our investment across the digital supply chain," says McDonald's Kat Howcroft, adding, "We are also eager to understand the potential impact that this may have on our ROI and efficiency."

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