Name-brand food and telecommunications conglomerates recently
announced that they have joined a pilot program to test whether
blockchain technology can provide end-to-end supply chain
transparency for digital ad spend. The Joint Industry Committee for
Web Standards (JICWEBS), a British United digital ad trading
standards body, developed the pilot that was first announced in
May.
Late last week, the fifth-largest oil and gas company in the
world invested in New York blockchain startup LO3. LO3's
Ethereum-based platform, Exergy, aims to facilitate markets for
locally produced energy, like windmills or solar panels, where
individuals can verify the energy they purchased came from those
sources. According to reports, the platform will require tokens;
and while LO3's ICO plans are on hold, the oil and gas investor
has the option to convert its investment into tokens when Exergy is
launched.
