Microsoft and EY launched a blockchain for content rights and royalty management this week with the goal of streamlining costly and time-consuming processes in entertainment rights and royalties. The model will initially serve gaming and then transition to advertising and other industries.
The two companies are using the Quorum blockchain running in the Azure environment. When fully deployed, it will have more than 3,000 business partners that run 2 million transactions daily, said Paul Brody, EY’s global innovation leader.
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This highlights an important issue. Currently most articles are talking about using “blockchain” generically as a ledger that will increase transparency within the murky digital advertising ecosystem. This gets to the heart of “which blockchain?” because blockchain in and of itself is simply a generic technology that can have many deployments. Participants in the blockchain ecosystem need to agree upon which particular ledger will be used.