Roundtable, a Nasdaq-listed media company, said its Coinbase-powered platform for paying publishers in cryptocurrency has gone live, and that Liz Truss, the former UK prime minister, has joined its board to help lead the project.
The company said it will move a $100 million advertising network on to the system.
Its RTB shares also begin trading on Coinbase, the US cryptocurrency exchange, today.
The platform uses decentralised finance (DeFi), financial services run on blockchains rather than through banks.
Advertisers' money goes into what Roundtable calls a Media Liquidity Pool, a shared fund held on a blockchain.
Publishers are then paid instantly in USDC, a stablecoin designed to hold its value at one US dollar, through digital wallets secured by Coinbase.
Roundtable is repositioning itself as an AI and DeFi "Enterprise MediaOS", an operating system for media businesses.
It has previously said the system replaces billing processes that involve multiple suppliers.
The company said earlier trials allowed hundreds of publishers to receive payouts in real time.
The product was unveiled in London.
Roundtable presents the launch as a move away from traditional ad billing towards permanent, tamper-proof records stored on a blockchain.
It describes the rollout as both a commercial and a technical pivot, with the Coinbase integration central to making it work.
