IBM iX is partnering with software provider Mediaocean to launch a blockchain platform (blockchain being the financial-tech sector that keeps track of cryptocurrency transactions) to provide media agencies and brands with what the partners assert is a more transparent way to track specific ad spend.

“We are fixing the broken supply chain,” Bill Wise, CEO, Mediaocean, claimed at Cannes. “We are taking the private public.”

Read the full MediaPost Media Agency Daily article here.