A partnership with blockchain-based technology company Verasity will deliver expertise to the Interactive Advertising Bureau.

Tech company Verasity builds infrastructure for publishers to serve attention-rewarded video to viewers, and will provide the Interactive Advertising Bureau with "expertise and leadership" - extending across its global network - about the developing value exchange economy.

Verasity is a blockchain-based technology designed to transform and improve the relationship between video viewers and digital publishers by rewarding their engagement. An advertising technology solution enables publishers to serve rewarded video content claimed to dramatically increase user retention and interaction.

The partnership brings the first blockchain technology company to the International Advertising Board, exposing it to a new industry sector. Verasity's history in the industry and with the IAB will be able to provide insight into what determines rewarded video, and how crypto rewards can alter the digital ad landscape through increased participation online.

As part of this partnership with the IAB, Verasity will join the IAB's global network, working inside the community, and will be able to ensure its rewarded video proposition functions within the global guidelines.

The process of rewarding online viewers is claimed to have boosted engagement amongst viewers by 35 per cent.