This document discusses how blockchain technologies can benefit marketing and advertising. It provides examples of how blockchain is being used to address issues with digital advertising fraud and transparency. One collaboration uses blockchain to reduce reconciliation times and provide closer to real-time campaign data. Another partners media companies with IBM's blockchain to increase financial transparency in media buying. A third case discusses American Express using Hyperledger's blockchain to make its loyalty program more flexible by allowing merchants more control over rewards offers. The document promotes blockchain as a way to increase trust and market opportunities for marketers.

1. Hyperledger and the
Blockchain Opportunity in
Marketing
Brian Behlendorf, Executive Director
MMA Impact Forum Brazil 2019

2. What are Blockchain
Technologies?

3. Our take on “Blockchain”
3
Distributed Ledgers and Smart Contracts
Creating an immutable, shared system of record
and automated multiparty business workflow

4. A Network of Distributed Ledgers
4
Supply Chain
Provenance tracking. Trade
Finance. Cutting bureaucracy at
ports and customs. IoT to
detect poor shipping
conditions. Title tracking for
high value goods.
Healthcare
Provider directories and
certification. Patient-driven
health record sharing.
Insurance claims processes.
Pharma supply chain.
Financial Services
Bank wires. Equity trading.
Mortgage underwriting.
KYC/AML. P2P Lending.
Collateral trades. Insurance and
reinsurance.

5. Public, Private, Permissioned and -less
5
Permissionless
Public
Permissioned
Public
Permissioned
Private (large)
Permissioned
Private (small)
Bitcoin,
Ethereum
Identity proofs,
land titles
Payment networks,
supply chain
Mobile roaming,
trade finance
Public vs. Private: Who can read from a blockchain (visibility)
Permissioned vs. Permissionless: Who can write to a blockchain (accessibility)

6. The 2018 Edelman Trust Barometer, an
annual survey of 33k people in 28
countries, reveals that the trust in key
institutions continues to decline.
For business, public’s trust is not much
better. There is a growing perception
that business does not do enough to
address the needs of society in its day-
to-day activities.
The Need for
Trust
Source: Blockchain Research Institute CMO Report

7. Blockchain is a trust machine.
“Blockchain networks rely on a decentralized
infrastructure that can’t be controlled by any
one person or group.”
-Patrick Murck, Harvard Business Review

9. Open source
collaborative effort
to advance cross-
industry blockchain
technologies
Hosted by
The Linux Foundation
Global collaboration
spanning finance,
banking, IoT, supply
chains, manufacturing
and technology
So What Is Hyperledger?

10. Dedicated to building sustainable ecosystems around
open source projects, The Linux Foundation is working
with the global technology community to solve the world’s
hardest problems through open source and creating the
largest shared technology investment in history.

11. Security
We are helping
global privacy and
security through a
program to
encrypt the entire
internet.
Networking
We are creating
ecosystems
around networking
to improve agility
in the evolving
software-defined
datacenter.
Cloud
We are creating a
portability layer for
the cloud, driving
de facto standards
and developing
the orchestration
layer for all clouds.
Automotive
We are creating the
platform for
infotainment in the
auto industry that
can be expanded
into instrument
clusters and
telematics systems.
Blockchain
We are creating a
permanent, secure
distributed ledger
that makes it
easier to create
cost-efficient,
decentralized
business networks.
Web
We are providing
the application
development
framework for next
generation web,
mobile, serverless,
and IoT applications.
We are regularly adding projects; for the most up-to-date listing of all projects visit tlfprojects.org

13. Develop enterprise
grade software
open source, distributed ledger
frameworks & code bases
to support business transactions
Provide community-
driven
infrastructures
that are open, neutral and
supported by technical and
business governance
Build technical
communities
to develop blockchain and
shared ledger POCs, use cases,
field trials and deployments
Build the commercial ecosystem
to help ISVs, cloud providers, SIs, and end user
organizations all realize commercial benefit from
participation in the project, and demonstrate the
economic power of this domain
Educate the public
about the market opportunity for
blockchain technology

14. Hyperledger Premier Members
Hyperledger Premier Members Serving on the Governing Board. Complete list of members >

15. Global
General Members

16. Blockchain in
Marketing & Advertising

17. For many CMOs, blockchains will mean an
increase in the size of the total
addressable market, a reduction in the
costs associated with acquiring and
retaining those customers, and an overall
improvement in the return on marketing
investment.
Source: Blockchain Research Institute CMO Report

18. Source: IBM Blockchain Masterclass: Restoring trust and transparency in digital media
Marketing & Advertising Use Cases

19. Digital Advertising
The Challenge
“Digital advertising industry plagued
by fraud, transparency, and brand
safety issues, we’re using blockchain
to indicate to everyone that there is
light at the end of the tunnel.”
-Christiana Cacciapuoti, Executive
Director of AdLedger
The Collaboration
AdLedger, a non-profit R&D
consortium building and
implementing blockchain
standards, partners with Salon
magazine and IBM
The Technology
Developed a solution that cuts cycle
times by reducing the need for time-
consuming reconciliation processes in
order to:
● Ease of use
● Faster time to reveal problems with
under-delivery
● Reduction in time spent reconciling
campaign data
● Close to real-time look at campaign
spend actuals allowing brands to
move dollars around as necessary
Source: https://www.ledgerinsights.com/adledger-ibm-salon/

20. Media Finance Supply Chain
The Challenge
“The digital advertising supply
chain is notoriously broken. Dimes
on the dollar that are lost today can
be traced back to issues with
transparency and trust,”
-Chad Andrews, Global Solutions
Leader, Advertising and
Blockchain, IBM
The Collaboration
The Mediaocean Blockchain –
financial transparency from budget
to settlement of each media buy.
Allows brands to “follow the
money,” to see how much spend is
going towards “working media.”
Mediaocean partnered with IBM.
The Technology
Cloud-based service that builds on
top of key open-source tools for
developing, operating and
governing enterprise blockchain
solutions. Designed to simplify the
media finance supply chain by
connecting marketers, agencies
and suppliers on the same
network.
Source: IBM Blockchain Masterclass: Restoring trust and transparency in digital media

21. Loyalty Rewards
The Challenge
Merchant inventory systems differ
from each other making product
targeted offers difficult to execute.
There was little ability to target
offers based on day and time of
the week.
The Collaboration
American Express partnered with
Boxed and leveraged
Hyperledger’s blockchain
technology to make its
Membership Rewards program
more versatile, marking the first
application of blockchain
technology to a major U.S. financial
services loyalty program.
The Technology
In this program, merchants can
create Membership Rewards offers
on their own platforms to engage
customers based on time of day
and day of week and at the same
time offer card members more
opportunities to earn points. With a
short set up time for the merchants
as well.
Source: https://www.ccn.com/american-express-taps-hyperledger-blockchain-for-rewards-program-revamp

22. A Brief Chat with
Brian Behlendorf
& Roberto Machado

24. Thank you.
Please join us immediately after
for an extended Questions &
Answers session