McDonald's, Virgin Media and Nestle have joined the blockchain pilot project.

Big brands agreed to take part in the blockchain trials conducted by the United Industrial Standards Committee (Jicwebs).

Among the new participants in the pilot blockchain project were McDonald’s, Virgin Media and Nestle, reports The Drum. Companies intend to evaluate how technology can be used to increase trust and transparency in digital advertising.

Tests will last until the end of this year. During the first phase, participants expect to establish how the blockchain can affect advertising. In the future, work will be aimed at:

“Optimization of logistic chains and increase of operating efficiency of all participants”

McDonald’s senior media and budget manager Kat Hawcroft said:

“Blockchain gives us the opportunity to see a truly transparent picture of investments in the digital supply chain. We would also like to understand the potential impact of technology on ROI and efficiency. ”

Jicwebs was founded in May 2019 in the UK and currently includes media agencies such as Zenith, OMD UK and Manning Gottlieb OMD. The committee promises to consult with representatives of the blockchain industry on the integration of technology into digital advertising, if the tests are successful.