Amazon Plans to Use Blockchain for Integrating Advertising Data
Amazon, the Seattle-based e-commerce giant, is planning to integrate parts of its advertising business with a blockchain.
According to a latest job posting, Amazon is looking for a senior software engineer to join its advertising FinTech team focused on a Blockchain ledger.
The job description says that this new team based in Boulder, Colorado, will be focused on billing and reconciliation systems to provide transparency on trans-national financial data.
As of now, it is not clear what kind of blockchain Amazon aims to use for advertising. Previously, the blockchain team at Amazon Web Services, the company’s cloud business, built a proprietary blockchain known as the Quantum Ledger Database (QLDB), and AWS’ Managed Blockchain service connects with ethereum and Hyperledger Fabric.
The e-commerce giant is anticipating a distributed ledger to get everyone on the same page about where advertising dollars are going and avoid discrepancies.
Similar to a cryptocurrency, blockchain indicates which addresses sent or received money, how much, and when, an adtech ledger could track how much advertising is being placed and which middlemen are taking a cut.
It will be interesting to witness whether Amazon will roll out its blockchain-based advertising reconciliation platform for wider industry use.