AT&T’s marketers are demanding increased transparency into its digital advertising supply chain and have begun to test blockchain technology that will “verify and validate” the company’s multibillion-dollar ad investment. The goal is to identify who is charging what and when for advertisements, and to better understand the value of the ads being served.

“We talked about it internally for a while and involved the ANA in some of the conversations before deciding to move forward,” said Mark Wright, vice president of media services and sponsorship at AT&T. “Standing still and trying to explain internally that we didn’t have full transparency in this chain was not acceptable.”

Read the full MediaPost article here.