Quest Ventures’ venture partner Jeffrey Seah has joined Gravity4 (G4), a marketing cloud platform specialising in artificial intelligence and big data. Seah will join the company’s advisory board, which is now focused on developing blockchain technologies to eliminate ad fraud.
Seah said that blockchain has the ability to address the “unwieldy and opaque supply chain” in marketing and advertising technology. Through the technology, the company aims to establish transparency and trust by creating a central and secure way to record, review and execute deals.
“With Gravity4 heavily investing in blockchain, we’ll be able to eliminate ad fraud and provide personalised experiences to eliminate the need for ad blockers, a solution the industry desperately needs,” Seah said.