Brewery giant Anheuser-Busch InBev aims to shake the digital advertising supply chains using block technology.
The world's largest brewery has launched its first digital advertising campaigns through the Kiip Mobile Marketing application, which uses blocking for data capture and tracking. The goal is to monitor and ultimately expand the scope of a particular advertisement.
The campaign, which began two weeks ago, includes five of AB InBev's most popular brands, including Budweiser, Bud Light, Michelob Ultra, Limeatrita and Estrellas.
The campaign is built on Kiip's new block product, which aims to increase transparency and address issues such as mobile ad fraud by keeping the campaign database available to all players involved in the sale of these ads.
Various metrics - including impressions, engagement, and cost - are encoded in Block Eterium, and AB InBev can track these advertising activities every hour. This approach reduces the time that campaign organizers lose when tracking the metrics. Meanwhile, buyers of ads can only pay for ads that meet their criteria.
The new ad system is the latest movement of AB InBev in the crypto space. The Belgian giant has joined a consortium to experiment with a block technology for deliveries in March.
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