Fast food company Kentucky Fried Chicken (KFC) launched a blockchain technology pilot program in the Middle East to improve its digital advertising and media buying . The new platform will guarantee greater transparency in the communication supply chain.

The fried chicken giant aims to solve the security and privacy of its advertisers , publishers and consumers thanks to distributed accounting technology (DLT). The pilot program will seek to make visible the potential of blockchain to improve data processing and increase brand penetration , optimizing advertising revenue.

Furthermore, the company hopes that the use of a database based on blockchain technology will solve fraud problems . The information on the delivery and placement of all ad may see , share and update in real time .

"KFC can now take advantage of improved visibility into real-time data and the most up-to-date insights, all with full confidence that the information is authenticated, tamper-proof and therefore credible," said the director of KFC marketing, Ozge Zoralioglu.  

It is not the first time that KFC experiences in the crypto ecosystem. The company's Canadian headquarters introduced a new menu item, the Bitcoin Bucket , in 2018 that customers could buy exclusively with Bitcoin .