New blockchain-focused startups are springing up right and left, but this week an established mobile measurement firm is jumping on the bandwagon.
Kochava began in 2011 as a provider of attribution and other marketing analytics for mobile, and, in recent times, it has expanded into web, desktop, Xbox, Oculus VR and other channels.
The Idaho-based firm is expanding again with its recent announcement of an open source blockchain framework for recording online ad insertion orders (IO) called XCHNG (pronounced “exchange”).
This blockchain-based ecosystem of ad targeting, ad serving, billing, payment, attribution and ratings providers is currently existing as an internal alpha at Kochava, CEO Charles Manning told me, following several years of development. The intention is to get other providers of these services — including other attribution/measurement providers — on board and to launch in third or fourth quarter of next year.
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