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Blockchain Technology The Future of Media – Interview with Mindshare CSO

Mindshare, the global media agency, recently signed a major partnership agreement with Zilliqa, the company Singapore-based Blockchain Technology to test Blockchain solutions. False news, data security and a potential token system for validation.

Mindshare is a massive company with 7,000 employees and $ 31 billion in revenue, and their involvement in Blockchain technology will make waves in the coming months and years. Cointelegraph sits for an exclusive interview with R Gowthaman, the head of strategy at Mindshare to understand more about their growing interest in Blockchain.

Cointelegraph: Tell us a little about Mindshare's direction is

Mindshare: Within the advertising industry, media planning and purchasing, as a function / discipline, has always remained heavily invested in technology. From the beginning, we needed software programming to optimize multimedia vehicles using sophisticated analytical tools to link advertising sales to business results through statistical modeling.

Mindshare has always been at the forefront of these two decades. The growing share of digital investments … due to the growing programmatic distribution of consumer content is a big tipping point for the adoption of technology. Over the past two or three years, AdTech and MarTech as an ecosystem have exploded with various subsectors: DMP, DSP, Verification, Visualization in Saas and now Paas.

CT: How do you see technology changing the media landscape and marketing?

MS: At this point, we believe that there are too many layers and specializations that cause confusion rather than clarity and ease of operations for the media and the marketing landscape. However, in the long run, we also strongly believe that this industry can not be better organized without the technology. And at the heart of it are the data. We believe that technology should help the ecosystem to better value the data; more meaning out of the data and critically, to cut the cacophony to orchestrate it well.

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CT: What specific applications do you see Blockchain technology have for Mindshare?

MS: While the media and the marketing industry are still wondering how to get data and use them properly, we believe that it is there that Blockchain can help solve some of the existing tensions in the ecosystem. First of all, there is a lack of trust in the ecosystem, with stakeholders zealously keeping their own information (for all the right reasons) of what we call the 1st, 2nd, and third datasets. and 3rd groups. still living with this nomenclature, what are the data from the first part to one member is the third part to someone else and so on. We believe that Blockchain technology can neutralize this nomenclature and bring together all datasets into a common "register" that can be protected for privacy and anonymity through a "distribution" and a "hash" that can to be used as a chain to connect all

This will immensely help the industry in two ways. One is to provide a better context in which advertising appears online and the other is to help understand the consumer in his journey to the actual sale. It is important to note that today Google and Facebook, which account for nearly 80% of digital ad spend, do not share their data beyond their own universe (we call this a "walled garden"). ).

We hope Blockchain can help extract data from their garden without compromising anything, because in our business, what we really want to know and understand is "online behavior" and NOT the "individual identities".

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CT: What do you think of the future of cryptocurrency in general?

MS: We believe that there is immense potential in building a distributed registry that is maintained by an open source. community with a native token. This is what excites us and we believe that society in general needs such a construction. At a very philosophical level, it is the representation of true democracy.

However the success or failure of cryptocurrency depends very much on the governance of the same thing. In an attempt to provide scalability and speed, we are now moving to federated nodes that can then be expanded to an unlimited number of audit nodes. It basically means that we make choices between the two and that these choices can either build confidence in that currency or make people lose confidence. The Blockchain industry needs to move forward to demystify some of the existing beliefs and help create more awareness for that.