We’ve been obsessed with testing blockchain technology from the very beginning. Can it be used for digital advertising? What about impression verification? Can we scale it for programmatic? What happens if we build on top of blockchain using sidechains?
The answer to each question has inched us closer to our ultimate goal: to bring trust and transparency to digital advertising.
Today, Lucidity is excited to announce that we’re one giant step closer. We’ve partnered with Toyota and agency Saatchi & Saatchi to introduce transparency into Toyota’s digital ad campaign buy and eliminate wasted spend.
Through the Lucidity-optimized campaign, Toyota saw a 21% lift in performance – even after optimizations from industry leading fraud and viewability solutions.
This was always going to be the final test. Can we deliver real results for real brands in a real blockchain-powered ad campaign?
“Before today, there was no way to verify with confidence what’s happening behind the scenes in a programmatic buy,” said Nancy Inouye, National Marketing Communications Manager at Toyota. “We’ve had our eyes on blockchain innovation for a long time, but didn’t have a workable blockchain solution to implement until now. We’re excited to be running live, in-market campaigns with Lucidity.”
How It Worked
Lucidity allows marketers to audit the data from all the partners they work with. In our campaign for Toyota, we were able to blacklist sites and apps with high levels of impression and click discrepancy in order to shift budget to higher performing sites and eliminate wasted spend.
“Even with high standards of anti-fraud and viewability filters already built in, Lucidity was able to deliver significant value-add by further optimizing the campaign,” said Tom Scott, Media Director at Saatchi & Saatchi. “The ability to have access to a transparent, clean set of data from across the programmatic supply chain is game-changing. We’re empowered to take action, and this is the first time we’ve been able to use blockchain technology to eliminate waste and optimize our ad buy in this way.”
Our unique analytics offering compares and optimizes blockchain-confirmed data across the programmatic supply chain. We move beyond probabilistic models to provide deterministic data at the log level for deeper optimization against impression and click discrepancies.
“Lucidity wants you to know what you’re paying for and where you’re wasting money, so you can direct your spend to maximize ROI,” said Nikao Yang, Chief Operating Officer of Lucidity. “The reality is that programmatic supply chains don’t always behave as intended, and bad behavior comes into play. Our blockchain solution gives partners like Toyota deeper, log-level optics into their ad spend at every point in the supply chain to combat these challenges.”
At the end of the day, blockchain is only relevant when it’s solving real world problems. To be able to finally provide our clients with deeper optics into the supply chain and make their ad dollars go further is why we do what we do. It’s why Lucidity was born.
We’re very honored to work with Toyota and Saatchi & Saatchi on this one-of-a-kind campaign. For more details on the campaign, Toyota’s objectives, and Lucidity’s tactics, see what AdAge had to say.