Belgian Brewing Giant Uses Ethereum to Track Ad Data 🚨 This article is 7 years old...
Belgian Brewing Giant Uses Ethereum to Track Ad Data
2 min read
Updated: Nov. 7, 2019 at 2:44 am UTC
Photo by Karolina Szczur on Unsplash
The world’s largest brewer, Anheuser-Busch InBev (AB InBev) is an age-old brewing company that has long-valued tradition but is now looking to expand through innovation. Announced on June 18, 2018, AB InBev partnered with Kiip to launch a series of ad campaigns using Ethereum to track marketing data.
A Milestone in Blockchain Integration
Taking a disruptive approach to advertising supply chains, AB InBev partnered with Kiip mobile marketing to use the Ethereum blockchain for data tracking and analysis.
Two weeks ago, Anheuser-Busch InBev brewing company launched its first ad campaigns through the Kiip mobile marketing app. The campaigns will feature AB InBev’s most prominent brands, including Bud Light, Budweiser, Michelob Ultra, Limeatrita and Estrellas.
In the official press release, AB InBev’s Global Marketing Vice President Lucas Herscovici noted:
“We’re building a company to last for the next 100 plus years and that can only be done by disrupting existing paradigms through innovation…”
Kiip and AB InBev Partnership
The Kiip mobile marketing app aims to use blockchain to improve data transparency and prevent mobile ad fraud by making their campaign database available to everyone involved in the advertising supply chain.
In the official press release, CEO of Kiip Brian Wong said:
“Blockchain’s magical impact comes in the form of its immutable and decentralized ledger technology… We saw this technology’s potential to impact several major areas of the advertising world, including supply-chain transparency, campaign data reconciliation and viewability verification.”
Through Kiip’s “Single Ledger” blockchain product, companies can track key performance indicators, such as engagements, impressions, and price directly on the Ethereum blockchain and audit the input data hourly.
Using Kiip’s new blockchain product, AB InBev will be able to optimize operational efficiency and reduce the time spent tracking data metrics for their advertising campaigns.
Marking the second blockchain venture by the world’s leading brewer, AB InBev joined a blockchain pilot in March to test decentralized solutions to shipping supply chains.
The move by the Belgium-based brewing company indicates a step forward in the integration of blockchain for improved efficiency across industries worldwide.
