An initial advertising campaign for automotive manufacturer Toyota tracked by blockchain technology saw visits to the company\u2019s website increase by 21% compared to similar campaigns. Blockchain advertising analytics firm Lucidity, in a press release, announced its partnership with Toyota and ad agency Saatchi & Saatchi for the pilot campaign, which it said was the \u201cfinal test\u201d to show if a blockchain-powered online ad campaign could \u201cdeliver real results for real brands.\u201d Toyota National Marketing Communications Manager Nancy Inouye said, \u201cBefore today, there was no way to verify with confidence what\u2019s happening behind the scenes in a programmatic buy. We\u2019ve had our eyes on blockchain innovation for a long time, but didn\u2019t have a workable blockchain solution until now.\u201d The campaign involved an analysis of data on clicks and impressions to find discrepancies, which according to online magazine Ad Age included domain spoofing and bot traffic. With this information, certain sites and apps associated with the discrepancies were blacklisted, and funding was diverted to better performing sites. Saatchi & Saatchi Media Director Tom Scott said, \u201cEven with high standards of anti-fraud and viewability filters already built in, Lucidity was able to deliver significant value-add by further optimizing the campaign. The ability to have access to a transparent, clean set of data from across the programmatic supply chain is game-changing. We\u2019re empowered to take action, and this is the first time we\u2019ve been able to use blockchain technology to eliminate waste and optimize our ad buy in this way.\u201d Lucidity Chief Operating Officer Nikao Yang said, \u201cThe reality is that programmatic supply chains don\u2019t always behave as intended, and bad behavior comes into play. Our blockchain solution gives partners like Toyota deeper, log-level optics into their ad spend at every point in the supply chain to combat these challenges.\u201d Yang was quoted in the Ad Age article as saying that Lucidity\u2019s technology allowed everyone in the supply chain a say as to whether an ad impression was valid. \u201cWe are not necessarily just looking for fraud. Lucidity exposes supply chain breakdowns... Lucidity allows marketers to optimize away from these breakdowns, which yields greater performance,\u201d he said. Inouye hinted at a continuation of campaigns with Lucidity in the future. \u201cWe are in discussions to take it to the next step and further with additional campaigns for a longer period of time. We feel that if we go longer, we would see stronger results,\u201d she said. According to Lucidity, the automotive digital advertising industry was a $15-billion market this year in the U.S. alone.