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UK Government backs blockchain initiative for digital advertising
Brand safetyUnited KingdomBlockchain
The UK Government, through its innovation agency, Innovate UK, has awarded a six-figure grant to TAG TrustNet to boost efforts to make the digital advertising market more accountable, responsible and efficient.
What is TAG TrustNet?
TAG TrustNet was launched in February 2021 after a twelve-month cross-industry pilot programme and industry consultation. It’s a first-of-its-kind initiative that uses blockchain technology, specifically Distributed Ledger Technology (DLT), to reconcile billions of advertising impressions in near real-time to improve transparency, accountability and efficiency.
Why it matters
TAG TrustNet is already one of the most advanced DLT innovation programmes across the UK economy. Innovate UK believes that it provides an exemplar for other sectors to learn from and follow and, ultimately, can drive export opportunities.
“From increasing trust and transparency in digital advertising, to improving the buying and planning of programmatic media, to reducing operational costs, the benefits to the global industry are enormous” – Paul Bainsfair, director general, IPA.