The Joint Industry Committee for Web Standards (Jicwebs) has included McDonald's, Virgin Media and Nestlé into a blockchain-focused project, The Drum reports.
The main idea of this collaboration is to increase trust and transparency in digital advertising.
According to Jicwebs, the first round of tests will be focused on measuring the impact of blockchain solutions that provide "end-to-end supply chain transparency and clarity around advertising spend."
Senior media and budget manager at McDonald’s, Kat Howcroft, claims blockchain technology offers the opportunity "to see a truly transparent picture" of investments across the digital supply chain.
"We are also eager to understand the potential impact that this may have on our ROI and efficiency," Howcroft added.