Financial Review

Tide Foundation pitches blockchain solution to digital advertising privacy woes


Now mega brands like McDonald's, Kelloggs, and Procter & Gamble, which Edwards notes have always been at "the forefront of making sure everything they spent was relevant", are leading a revolt against digital advertising in which fraud and wastage have become prevalent.


Last month, Edwards and Elnekave embarked on a global roadshow to meet the world's biggest adverting agencies, brands and data "vendors" in Los Angeles, New York, London, Paris and Zurich to pitch the idea of Tide.

"The feeling we got from them is that they believe this is an inevitability. Consumers are going to want to monetise and control their data," Elnekave says.

"When we can demonstrate it and show them that you don't need to trust us because it's on the blockchain and it's real, then for them it became a priority."

Edwards said that in one meeting with an organisation that has "possibly one of the world's biggest databases", they "actively talked about changing their business model".

Dery is equally enthused about the prospect that blockchain will revolutionise the advertising industry.

View full article

Recent News

24 Oct 2022

Financial Review Interviews Tide

The spate of recent data breaches headlined by Optus and Medibank has reinforced the urgency to rethink cybersecurity.

26 Aug 2022

Tide named world-changing startup

Revolutionary new technology to secure the future

16 May 2022

RMIT validates Tide’s breakthrough cryptography

New multi-party cryptography enables true zero-trust

16 Nov 2021

Tide win startup of the year

By AISA cybersec peak body

27 Nov 2021

JaxEnter interview Tide

Human beings are cybersecurity’s weakest link

20 Oct 2021

Cyber Herd Immunity

Breakthrough Cryptography Introduces New Paradigm

22 Sep 2021


Tide encryption to end the cyber breach pandemic

20 Sep 2021

Tide at TechCrunch Disrupt

Chosen from the most competitive batch in TC history.

15 Mar 2021

Tide win Insurtech NY

Tide named best global Insurtech, at marquee insurance event

18 Dec 2020

Tide Named Tech23 Winner

Tech23 deep tech community celebrates next disruptors.

20 Nov 2020

Tide join OECD Global Forum

Distributed ledger technology and the new era of data privacy and governance.

15 Jun 2020

Tide Awarded ARC Grant

Together with Professor Susilo from UOW and KDDI Research, Japan.


Thanks for getting in touch. We'll get back to you as soon as possible!

Send another message