Mindshare, theÂ global media agency that is part of WPP, has inked an exclusiveÂ partnership with Zilliqa, the next-generation high-throughput blockchainÂ platform across Asia Pacific.Â Zilliqa, which is headquartered in Singapore, is a new blockchain protocol thatÂ is designed to scaleÂ securely in an open, permission-less distributed network.
The exclusive partnership will involve testing whether Zilliqaâs blockchainÂ protocol can be used toÂ address pervasive industry challenges includingÂ contextual advertising in relation to fake news;Â develop strategic initiativesÂ around data privacy and develop an industry-wide tokenisation program,Â which canÂ be used for publisher and content scoring.
The design of Zilliqa supports thousands ofÂ transactions per second in contrast to 3-7 transactionsÂ per second in BitcoinÂ and Ethereum today, which is why Mindshare is interested in testing theÂ application of the distributed ledger.
âWe are incredibly excited to be working with Mindshare on this ground-breakingÂ industry initiativeÂ and applying the Zilliqa blockchain protocol to addressÂ pervasive industry issues around contextualÂ advertising and validated content,âÂ said Xinshu Dong, CEO of Zilliqa. âZilliqaâs underlyingÂ infrastructure hasÂ already been applied in applications in the financial services sector, and itÂ is aÂ great move for us to explore the power of a high-throughput distributedÂ ledger in the advertisingÂ industry, and in particular with Mindshare, which isÂ a pinnacle for innovation and agility in theÂ industry.
âWe are confident that with the unique technology provided by Zilliqa, and theÂ industry-leadingÂ expertise from Mindshare, this partnership will deliverÂ innovative and timely solutions to some of theÂ most challenging issues plaguingÂ the digital advertising industry.â
The partnership will be piloted out of Singapore,Â where Mindshareâs Asia Pacific FAST Hub is based.
Most recently, blockchainÂ platform Zilliqa appointed Christel Quek, former VP of Asia Pacific at Brandwatch, as CMO. She will be responsible for the Asia Pacific region, with a predominant focus on Singapore.
Zilliqa is tailored towards enabling secure data-driven decentralised apps, designed to meet the scaling requirements of machine learning and financial algorithms. The team of 14 in Singapore is led by CEO Dong Xinshu.