NEW YORK: IBM, the tech company, has helped Unilever, the consumer packaged goods manufacturer, test the potential of the blockchain to tackle several problems that currently shape the media-buying process.

Unilever Unveils Blockchain, Threatens Billions In Ad Spend 

Mass marketing is giving way to massive customisation, from focusing on averages to individuals, and this means marketers have to think very differently than in the past, according to Unilever’s Chief Marketing and Communications Officer.