Mindshare, the global media agency that is part of WPP, has announced an exclusive partnership with Zilliqa, the next-generation high-throughput blockchain platform across Asia-Pacific.

Zilliqa, which is headquartered in Singapore, is a new blockchain protocol that is designed to scale securely in an open, permission-less distributed network.

The exclusive partnership will involve testing whether Zilliqa’s blockchain protocol can be used to address pervasive industry challenges including contextual advertising in relation to fake news; develop strategic initiatives around data privacy and develop an industry-wide tokenisation program, which can be used for publisher and content scoring.

The design of Zilliqa supports thousands of transactions per second in contrast to 3-7 transactions per second in Bitcoin and Ethereum today, which is why Mindshare is interested in testing the application of the distributed ledger.

“We are incredibly excited to be working with Mindshare on this ground-breaking industry initiative and applying the Zilliqa blockchain protocol to address pervasive industry issues around contextual advertising and validated content,” said Xinshu Dong, CEO of Zilliqa.

“Zilliqa’s underlying infrastructure has already been applied in applications in the financial services sector, and it is a great move for us to explore the power of a high-throughput distributed ledger in the advertising industry, and in particular with Mindshare, which is a pinnacle for innovation and agility in the industry. We are confident that with the unique technology provided by Zilliqa, and the industry-leading expertise from Mindshare, this partnership will deliver innovative and timely solutions to some of the most challenging issues plaguing the digital advertising industry”, he added.

The partnership will be piloted out of Singapore, where Mindshare’s Asia Pacific FAST Hub is based.