MadHive Donates Open Source Cryptographic Toolset For OpenRTB To Consortium
AdLedger, the non-profit consortium building open standards that leverage blockchain and cryptography in digital advertising, announced its CryptoRTB protocol to address widespread industry problems. The open-source technology injects cryptographic tools such as digital signatures into OpenRTB protocol to identify illegitimate ad supply, create a verifiable chain of custody, and create mechanisms for data access and validation for the digital advertising industry.
“The e-commerce industry has been relying on cryptography to ensure trust, transparency, and security for decades, and now we’re leveraging it to eliminate fraud, waste, and abuse in digital advertising”
“OpenRTB represents incredible innovation that powered the rise of digital advertising, but as consumer technology evolved over the last decade, problems were introduced into the ecosystem,” said Christiana Cacciapuoti, Executive Director at AdLedger. “We now have technologies like blockchain and cryptography, which can work in tandem with OpenRTB to power a system where privacy and profitability can coexist.”
The next-generation protocol was developed by digital advertising solutions company MadHive, which is donating the technology to the AdLedger consortium, whose members include companies like Omnicom, IPG, Publicis, GroupM, Dentsu, Hershey, Hearst, Meredith, and Viacom. The protocol leverages the MadNetwork blockchain, an open-source sidechain of Ethereum, which serves as a sophisticated and scalable key-value store for identity validation and data storage.
“The e-commerce industry has been relying on cryptography to ensure trust, transparency, and security for decades, and now we’re leveraging it to eliminate fraud, waste, and abuse in digital advertising,” said Adam Helfgott, CEO at MadHive and Project Lead at MadNetwork. “CryptoRTB’s ability to turn verification and attribution mechanisms into irrefutable, immutable proof that events transpired will go a long way in preventing these systemic problems.”