Unilever and IBM apply the blockchain to media buying

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

IBM has come to the aid of marketers who either don’t understand the blockchain or, alternatively, grasp the concept but can’t determine how to make the best use of the still-new tool.

This system, which forms the basis for cryptocurrencies like...