Truth will be led by Mary Keane-Dawson (pictured, left), who joined TMG this year, and Adam Hopkinson (pictured, right) who joins the agency as chief operating officer. Hopkinson was previously managing director, EMEA at Anyclip.

Research among chief marketing officers by London Research, commissioned by Truth, found that 79% of those questioned were concerned about the level of transparency in programmatic advertising and more than a third rated trust in their agency as medium or low.

Keane-Dawson said: “By bringing blockchain technology into the media world we will build a cleaner media supply chain with 100% transparency. We want to put the client first and believe this is the best way to do it.”

Adam Graham (pictured, middle), CEO of TMG, added: “We are entering a new dawn in data-driven advertising and Truth will be at the heart of that. We know from our research that CMOs are demanding change. We will be that change.”

Truth will have offices in London, San Francisco, Singapore, Auckland and Sydney.

Blockchain is a continuously growing list of records securely linked using cryptography to produce an immutable, distributed ledger.