McDonald’s, Nestlé and Virgin Media announced the participation in the test blockchain, developed by the joint industry Committee for web standards. This was reported by the news Agency Campaign on 16 July.

United industrial Committee for web standards (Jicwebs) is a British regulatory body for standards of digital advertising. It includes such media agencies like Zenith, OMD UK and Manning Gottlieb OMD.

Blockchain development from Jicwebs aimed at assessing the potential of the technology for a distributed registry in the supply chain of digital advertising.

Companies will need to assess how the blockchain can be used to increase confidence and transparency in digital advertising.

Network testing will run until the end of 2019. In the first stage, the participants intend to determine how the blockchain can impact on advertising. Further work will be aimed at “optimizing supply chains and improving the operating efficiency of all participants.”

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