CASE STUDY

Swiggy x AdsDax

Blockchain-enabled ad tracking for transparent campaign measurement
  • AGENCY

    Havas Media

  • BRAND

    Swiggy

Campaign Snapshot

Brand: Swiggy
Agency partner: Havas Media
Format: Rich-media mobile advertising
Sector: Food delivery
Campaign focus: Transparent measurement and tracking of ad data on a public blockchain

Verified engagement in a live campaign

Havas Media partnered with AdsDax to explore how blockchain advertising technology could support more transparent measurement and tracking of ad data over the course of a live campaign. The campaign ran on the AdsDax advertising platform using rich-media creative to promote food delivery service Swiggy in India to mobile device users during the cricket season.

According to the source page, over 2.3 million users engaged with the advert during the campaign, with all user engagements tracked directly from the user’s device on a public blockchain. AdsDax says this blockchain tracking layer gave advertisers greater visibility into campaign goals and near-instant access to transparent campaign data.

The page also explains that key payable event data was sent from the consumer’s device to the blockchain, where it was verified and validated by third parties before being stored on an immutable distributed ledger. That data was then made available to the advertiser almost instantly for real-time review.

Proof Points

  • The campaign promoted Swiggy to mobile users in India during the cricket season.
  • It ran through the AdsDax advertising platform using rich-media creative.
  • Over 2.3 million users engaged with the advert during the campaign.
  • All user engagements were tracked directly from the user’s device on a public blockchain.
  • Key payable event data was verified and validated by third parties before being stored on an immutable distributed ledger.
  • The campaign gave advertisers almost instant access to transparent data for real-time review.
"The biggest issue with current blockchain propositions is that there are a lot of theoretical concepts and ideas but not a lot of live products. Speed and scale have been key arguments for blockchain detractors who have argued that blockchain isn’t robust enough to support features such as real-time bidding and fraud prevention, however, AdsDax has an end-to-end tech platform that, thus far, has met the speed and scale expectations of the advertisers who have used it to run campaigns. AdsDax has a live platform that solves the issues of speed and expense on the blockchain while delivering the key features: transparent, immutable tracking and payment."

Rohan Chincholi, Head of Media and Business Head – Havas Media
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