MediaMath, Integral Ad Science, and Rubicon Project join Mindshare’s blockchain programmatic alliance
The ‘Project Proton’ prototype has been built using blockchain platform Zilliqa, aims to create a smart contract system built for the programmatic industry, allowing all players in the chain to have transparency over trading. Mindshare first announced the partnership with Zilliqa last year and has since been working to find partners to turn the idea into a workable test. Gowthaman Ragothaman, chief development officer, Mindshare AMENA, said: “We are absolutely delighted and thankful to have MediaMath, IAS, Rubicon Project and Underscore CLT partner with us on this project with Zilliqa. In addition to MediaMath, Integral Ad Science, Rubicon Project, Zilliqa and Mindshare, a cryptographic ledger technology firm called Underscore CLT is also in the alliance.