Former WPP global client lead Gowthaman Ragothaman to launch blockchain firm Aqilliz

Former WPP global client lead Gowthaman Ragothaman will be launching Aqilliz, a blockchain solutions provider in the digital marketing space. Gowthaman has been designated CEO at Aqilliz and will start his new assignment in October this year. 

A note from Aqilliz said: “Addressing sector-specific challenges in the field of digital marketing, Aqilliz will facilitate a fairer ecosystem underwritten by greater trust, transparency, and engagement.”

Aqilliz will offer solutions in key areas such as management of the digital supply chain; verification and authentication of transaction parties; and risk mitigation in costs and consumer outcomes. 

The firm has been created in collaboration with blockchain company Zilliqa which has established key partnerships across digital advertising, financial services, payments, gaming and digital entertainment. 

While still with WPP, Gowthaman had been instrumental in putting together Project Proton, an alliance between Mindshare, Zilliqa and adtech firms Rubicon Project, Integral Ad Science and MediaMath that addressed issues in programmatic advertising via blockchain. 

In a test run in March this year for PepsiCo, Project Proton resulted in 28% increased efficiency in terms of costs for viewable impressions. 

Speaking about his new assignment, Gowthaman said: “In today’s platform economy, tech solutions are trying to address the needs of either the brands, platforms or the consumers, and not the entire platform economy as a whole. 

“With the help of blockchain, we can address these needs equitably and in turn, unify all players in the digital marketing landscape. We’re excited to be at the forefront of this change, as we set a new industry standard that champions greater transparency, cost-efficiency, and trust. 

“As we work together with Zilliqa, we will continue to build on the promising results seen on Project Proton.”Zilliqa president and chief scientific officer Amrit Kumar said: “Businesses often struggle with moving from awareness to implementation. 

“Aqilliz fills the knowledge gap, identifying key areas where blockchain is well-positioned to offer far-reaching solutions that will benefit all participants of the digital marketing ecosystem.

“Now that Zilliqa is open-for-business, we are excited to embark on a new venture that will allow our platform to be mobilised as the entry point for enterprise adoption.”

Aqilliz has been incubated and taken to market by Singapore-based technology group Anquan. It will actively collaborate with various partners in the advertising, data, marketing, technology, and analytics industries, and will be onboarding clients by the end of the year. 

Zilliqa and Anquan co-founder Max Kantelia said: “From technical milestones backed by cutting-edge research to a diverse array of promising partnerships, we are very proud of what has been achieved by Zilliqa over the past two years. 

“By marrying technical strength and industry know-how, the collaboration with Aqilliz is poised to accelerate the mass-adoption of Zilliqa.”


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