[2017-03-14] ToI: Nasdaq provides blockchain tech to new advertising exchange

Nasdaq provides blockchain tech to new advertising exchange

http://timesofindia.indiatimes.com/business/international-business/nasdaq-provides-blockchain-tech-to-new-advertising-exchange/articleshow/57633450.cms

Nasdaq Inc has provided blockchain technology to run a new exchange to trade guaranteed advertising contracts as more mainstream finance projects using the record keeping software move into the real world.

The New York Interactive Advertising Exchange (NYIAX), which is set to launch in the fourth quarter of 2017, will provide an electronic marketplace for publishers, advertisers and media buyers to buy and sell future advertising inventory, global exchange operator Nasdaq and NIYAX said on Tuesday.

Participants on the exchange will forward-like contracts, or agreements to buy and sell an asset at a specified price and a set future date. The goal is to offer a more efficient and transparent way for players in the advertising market to sell and buy inventory, NYIAX executives said in an interview.