Executives from several major tech companies, agencies and media companies are joining the board of a blockchain consortium devoted to setting standards for using the technology in digital advertising.

IBM, Omnicom Media Group, Reprise, Meredith Corp., Salon and CoinDesk are putting their names behind AdLedger, a nonprofit research and development group that aims to both support the emerging technology and make sure the blockchain ecosystem doesn’t develop in a haphazard way. The board also includes representation from blockchain companies such as MAD Network CEO Adam Helfgott, who is a founding member of AdLedger.

Read the full Adweek article here.