Kochava expands into blockchain for ad insertion orders

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.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.