McDonald's joins blockchain pilot to improve ad spend efficiency, supply chain transparency

McDonald's is among three brands studying how blockchain solutions can provide clarity around advertising spending and better transparency of supply chains. Zenith — McDonald's media company —  Nestle and Virgin Media have also joined the study, which is under the Joint Industry Committee for Web Standards.

The committee is using the pilot to develop ways to optimize supply chain and "operational efficiencies" with blockchain technology this year. 

"This technology offers us the opportunity to see a truly transparent picture of our investment across the digital supply chain," McDonald's Senior Media and Budget Manager Kat Howcroft, said in the report. "We are also eager to understand the potential impact that this may have on our ROI and efficiency."

The Joint Industry Committee said that if the test goes well, it would consult with the blockchain industry at large on ways to launch the initiative on a larger scale by next year.

QSRweb is awaiting response from McDonald's about further details around the pilot and that brand's involvement.