Brewing giant Anheuser-Busch InBev is aiming to shake up digital advertising supply chains with the help of blockchain technology.

The world’s largest brewer has launched its first ad campaigns through the Kiip mobile marketing app, which uses ethereum’s blockchain to record and track data. The goal is to monitor and, eventually, expand the reach of a particular ad, according to a press release.

The campaign, which started two weeks ago, has featured five of AB InBev’s most popular brands, including Budweiser, Bud Light, Michelob Ultra, Limeatrita and Estrellas.

The campaign is built around Kiip’s new blockchain product, which is designed to enhance transparency and tackle issues like mobile ad fraud by keeping the campaign database available to all players in mobile ad sales.

Different metrics – including impressions, engagement and price – are encoded on the ethereum blockchain, and AB InBev can track these ad activities every hour. This approach reduces the amount of time that the campaign’s organizers spend in tracking the metrics. Meanwhile, the ad buyers can pay only for the ads that meet their criteria.

The new ad system is only AB InBev’s latest move into the crypto space. The Belgium-based behemoth joined a consortium to experiment with the blockchain technology for global shipping uses in March, as previously reported by CoinDesk.

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