KFC has become the first across the QSR (quick-service restaurant) in the region to achieve an innovative blockchain platform for its digital advertising and media buying.

The platform’s decentralized, shared ledger approach will enable KFC with more abundant and more efficient digital ad transparency to build trust in the advertising supply chain. This indicates that the brand can remain to leverage the power of real-time data and analytics to build disruptive communications strategies and campaigns – all while discussing concerns about security and privacy by advertisers, publishers, and, of course, the customers.

This blockchain-based solution is anticipated to deliver tangible advantages, allowing KFC to:

1. Harness more accurate data to enhance the brand’s visibility and penetration, allowing the distribution of more timely and appropriate messaging, decreasing over saturation of any communications, maximizing ad placements, and optimizing advertising income.
2. Drive elevated efficiencies and a more trustworthy supply chain by resolving any issues of fraud. Due to its shared database, every ad delivery and placement is seen, experienced, and updated on the blockchain on a real-time basis, bringing in ultimate transparency to the digital ad supply chain.

Ozge Zoralioglu, Chief Marketing Officer, KFC, Yum! Brands said in a statement: “Over the past decade, the global communications industry has witnessed exponential disruption. Blockchain is proving to be yet another revolution, having already transformed several global industries and processes. Historically, marketers have collected data from various different sources and run a campaign pegged on these mismatched insights. Today, marketers must get to the original source of the data: the consumer. Blockchain technologies ensure that they get first-hand information from the target audience themselves.

By innovating a sophisticated blockchain solution, KFC can now benefit from enhanced visibility of real-time data and the most updated insights – all with full confidence that information is authenticated, tamper-proof, and hence credible. Leveraging blockchain technology’s immutability means that together, we can improve trust, transparency, and efficiency in our supply chain.”

Fadi Maktabi, Managing Director, Hearts & Science MENA said in a statement: “We are very excited to be launching blockchain technology with KFC in the region. We believe there is no better time to venture into this than now as both the technology is maturing, and the need for faster actionable insights is becoming crucial. With greater access to log-level data, we will be able to make faster changes to fuel data-driven business performance and gain more access into the region’s media supply chain.”