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Kochava launches OnXchng blockchain initiative

US-based digital advertising company Kochava has launched a new initiative called OnXchng. The initiative consists of a partnership program supporting the roll-out of an open source software system for buying and tracking online advertising using blockchain technology. According to the company, the system will make transactions between ad buyers and sellers more efficient and transparent.

The program initially includes nine co-founding companies: AerServ, AppLift, Appodeal, Chartboost, DCMN, Kiip, PubNative, Parrable and Priori Data. These firms will participate in the ongoing development of the system and be the first to use it to sell inventory or provide services.

"The digital advertising industry is ready for a better way forward, as evidenced by the strong response we've had to our invitation to involvement in this open blockchain project," said Kochava CEO Charles Manning. "[These] buyers and sellers of media are respected industry-leading companies who are the first of many to join forces with Kochava as early OnXchng partners. We welcome their involvement and look forward to continuing to build this community of experts as we bring efficiency, security and standardization to the digital advertising ecosystem."

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