A test ad campaign for PepsiCo built on blockchain delivered a 28% increase in efficiency, according to a news release on May 6. Media agency Mindshare said the experiment was part of Project Proton, which uses smart contracts to ensure businesses only pay for ad impressions that are genuine, brand-safe and free from ad fraud. The WPP-owned network claimed that, compared with a campaign run without smart contracts, there was a 28% increased efficiency in terms of costs for viewable impressions. The test took place in the Asia Pacific region back in March of this year. According to the press …