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Aqilliz: Zilliqa poised to become global advertising blockchain


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Aqilliz aims to help companies replicate the success of the Mindshare-PepsiCo trial with Zilliqa.

Zilliqa is a high-throughput public blockchain – and Aqilliz is Zilliqa backwards.

It's also the name of a newly-announced blockchain digital-marketing platform built off the rousing foundations achieved by Project Proton, an alliance through which Zilliqa and its partners delivered clients a 28% increase in cost-effectiveness for viewable impressions.

Aqilliz is a blockchain firm created in collaboration with Zilliqa and will be exclusively using Zilliqa as the blockchain backbone of its solution, according to a press release.

For scale

It's worth stepping back and looking at the sheer scale of the client base Aqilliz is likely to serve, directly and indirectly.

Aqilliz's CEO from October this year will be Gowthaman "G'Man" Ragothaman, former global client lead at WPP, the world's largest advertising company. Based on the precedent on which Aqilliz is built, and on the fact that Ragothaman is its CEO, Aqilliz could be envisioned as something of a to-market version of the successful Project Proton trial.

Mindshare, whose clients include PepsiCo and many more, is a WPP subsidiary, as is GroupM, where Ragothaman was heading up blockchain initiatives. Elsewhere in the supply chain, Project Proton included the MediaMath real-time ad-buying platform, which describes itself as "trusted by two-thirds of the Fortune 500", and the Rubicon Project ad exchange, which processes ads across millions of websites.

In short, a significant portion of the planet's advertising budget runs through various combinations of these companies. And now Aqilliz stands to be a new blockchain-focused tech company addition to the ecosystem, headed up by one of the most prominent figures in the industry, exclusively using Zilliqa as the base protocol layer.

"In today’s platform economy, tech solutions are trying to address the needs of either the brands, platforms or the consumers, and not the entire platform economy as a whole," Ragothaman said. "With the help of blockchain, we can address these needs equitably and in turn, unify all players in the digital marketing landscape... As we work together with Zilliqa, we will continue to build on the promising results seen on Project Proton."

Combo deals

Zilliqa has a reputation for being lighter on the marketing than most other blockchains, so it's slightly ironic that it's now moving towards the nexus of global digital advertising. But promoting protocol-level blockchains isn't quite like advertising other products, and being open for business isn't the same as getting customers.

There's a "knowledge gap", suggests Amrit Kumar, president and CSO at Zilliqa, between having a blockchain on which to build and actually having working solutions that can start serving value to customers. Aqilliz is designed to step into that knowledge gap.

"Businesses often struggle with moving from awareness to implementation. Aqilliz fills the knowledge gap, identifying key areas where blockchain is well-positioned to offer far-reaching solutions that will benefit all participants of the digital marketing ecosystem," he said. "Now that Zilliqa is open-for-business, we are excited to embark on a new venture that will allow our platform to be mobilized as the entry point for enterprise adoption."

"By marrying technical strength and industry know-how, the collaboration with Aqilliz is poised to accelerate the mass-adoption of Zilliqa," said Max Kantelia, co-founder of Zilliqa and Anquan.

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