20 October 2017
visit www.avoka.com

New advertising contract exchange taps Nasdaq for blockchain tech

14 March 2017  |  9488 views  |  1 Nasdaq

A new exchange for trading advertising contracts is entering its pilot phase, enlisting Nasdaq for a tech setup that will see it deployed in the cloud and run on blockchain technology.

The platform, called Nyiax (New York Interactive Advertising Exchange), allows publishers and advertisers to buy, sell and re-trade advertising inventory as guaranteed contracts.

Nyiax will use the Nasdaq Financial Framework architecture, and claims it will be the first exchange to be deployed in the cloud and also run on blockchain technology.

Lars Ottersgård, head, market technology, Nasdaq, says: "Nyiax is leveraging our Nasdaq Financial Framework architecture, which draws on cutting-edge technology, including the integration of blockchain technology as our core ledger, as well as cloud-enabled trading and clearing capabilities."

A pilot with a select group of firms is getting underway as the new outfit seeks to convince advertisers and publishers that it can help them dominate the $72 billion US digital advertising market.
KeywordsCLOUD

Comments: (1)

Joseph Yacura
Joseph Yacura - SCM,LLC - Ridgewood | 15 March, 2017, 05:27

Excellent article. This is one of the first attempts I have heard of which is attempting to use blockchain technology to create an advertising exchange.

I look forward to hearing more about the success of this initiative.

Joseph A. Yacura - M.B.A., M.S., M.Q.M.

Be the first to give this comment the thumbs up 0 thumb ups! (Log in to thumb up)
Comment on this story (membership required)

Finextra news in your inbox

For Finextra's free daily newsletter, breaking news flashes and weekly jobs board: sign up now

Related stories

Machine intelligence to transform industry - Nasdaq chief

Machine intelligence to transform industry - Nasdaq chief

31 January 2017  |  18127 views  |  0 comments | 13 tweets | 14 linkedin
Nasdaq hails Estonian blockchain pilot for proxy voting

Nasdaq hails Estonian blockchain pilot for proxy voting

24 January 2017  |  8092 views  |  0 comments | 13 tweets | 7 linkedin
Nasdaq to pilot blockchain for proxy voting in Estonia

Nasdaq to pilot blockchain for proxy voting in Estonia

12 February 2016  |  10070 views  |  0 comments | 15 tweets | 14 linkedin
Nasdaq sees in the New Year with first blockchain transaction

Nasdaq sees in the New Year with first blockchain transaction

04 January 2016  |  15289 views  |  1 comments | 36 tweets | 32 linkedin
Nasdaq signs first clients to blockchain-based platform

Nasdaq signs first clients to blockchain-based platform

27 October 2015  |  7356 views  |  0 comments | 18 tweets | 21 linkedin

Related company news

 

Related blogs

Create a blog about this story (membership required)
visit www.vasco.comRegister now

Top topics

Most viewed Most shared
satelliteGates Foundation backs Ripple collaboratio...
8473 views comments | 13 tweets | 10 linkedin
HSBC partners Bud for open banking trialHSBC partners Bud for open banking trial
8373 views comments | 21 tweets | 26 linkedin
IBM uses blockchain to improve cross-border payments processingIBM uses blockchain to improve cross-borde...
7492 views comments | 9 tweets | 17 linkedin
Sibos 2017: API or the highwaySibos 2017: API or the highway
6888 views comments | 10 tweets | 22 linkedin
Eight banks form joint venture to launch blockchain trade platformEight banks form joint venture to launch b...
6553 views comments | 14 tweets | 23 linkedin

Featured job

Competitive
London, UK (or flexible)

Find your next job