Share this article
The World's Largest Brewer Is Using Ethereum to Track Ad Data
Brewing giant Anheuser-Busch InBev is hoping to make a splash in the digital advertising supply chain with the help of blockchain technology.
Updated Sep 13, 2021, 8:04 a.m. Published Jun 19, 2018, 7:05 p.m.
Make us preferred on Google
Brewing giant Anheuser-Busch InBev is aiming to shake up digital advertising supply chains with the help of blockchain technology.
The world's largest brewer has launched its first ad campaigns through the Kiip mobile marketing app, which uses ethereum's blockchain to record and track data. The goal is to monitor and, eventually, expand the reach of a particular ad, according to a press release.
STORY CONTINUES BELOW
Don't miss another story.Subscribe to the Crypto Daybook Americas Newsletter today. See all newsletters
The campaign, which started two weeks ago, has featured five of AB InBev's most popular brands, including Budweiser, Bud Light, Michelob Ultra, Limeatrita and Estrellas.
The campaign is built around Kiip's new blockchain product, which is designed to enhance transparency and tackle issues like mobile ad fraud by keeping the campaign database available to all players in mobile ad sales.
Different metrics - including impressions, engagement and price - are encoded on the ethereum blockchain, and AB InBev can track these ad activities every hour. This approach reduces the amount of time that the campaign's organizers spend in tracking the metrics. Meanwhile, the ad buyers can pay only for the ads that meet their criteria.
The new ad system is only AB InBev's latest move into the crypto space. The Belgium-based behemoth joined a consortium to experiment with the blockchain technology for global shipping uses in March, as previously reported by CoinDesk.
Image Credit: Shi Yali / Shutterstock.com
More For You
Pudgy Penguins is building a multi-vertical consumer IP platform — combining phygital products, games, NFTs and PENGU to monetize culture at scale.
What to know:
Pudgy Penguins is emerging as one of the strongest NFT-native brands of this cycle, shifting from speculative “digital luxury goods” into a multi-vertical consumer IP platform. Its strategy is to acquire users through mainstream channels first; toys, retail partnerships and viral media, then onboard them into Web3 through games, NFTs and the PENGU token.
The ecosystem now spans phygital products (> $13M retail sales and >1M units sold), games and experiences (Pudgy Party surpassed 500k downloads in two weeks), and a widely distributed token (airdropped to 6M+ wallets). While the market is currently pricing Pudgy at a premium relative to traditional IP peers, sustained success depends on execution across retail expansion, gaming adoption and deeper token utility.
More For You
HYPE token surges 24% as silver futures volume soars on Hyperliquid exchange
Silver futures on the crypto derivatives exchange are currently showing $1.25 billion in volume and $155 million in open interest.
What to know:
- HYPE, the native token of the Hyperliquid derivatives exchange, jumped 24% in 24 hours as trading in silver, gold and other commodities surged.
- Silver perpetual futures on Hyperliquid became the platform’s third most active market during Asia hours.
- Because trading fees from user-created markets are used largely to buy back HYPE on the open market, the spike in commodity activity is fueling demand for the token and signaling broader growth for Hyperliquid.
Top Stories
