Blockchain is so powerful, it can get lambs to lie down with lions.

Maybe not actual lambs and actual lions, but when the four largest ad holding companies on the planet—IPG, Publicis, Omnicom and WPP—get together behind a single initiative, and companies like IBM, Meredith and Tegna jump in with them, you know that something big is going on.

Adledger, the consortium the four ad giants are a part of, was formed to allow companies in the media space to find a way to use blockchain technology to create positive change, righting a number of industry problems, including the Four Horsemen of the Ad Apocalypse: fraud, lack of consumer privacy controls, an overstuffed supply chain that hurts publishers and a lack of transparency between publishers and advertisers. Their hope is that by adopting blockchain technology and the systems that run on it, the ad industry can help to restore advertiser confidence while boosting results.