Nasdaq-listed RTB Digital, which operates as Roundtable, announced on Monday the launch of a real-time onchain payment system for professional media publishers. Nearly 200 publishers can now receive USDC the moment ad revenue is earned, the company said from Cannes.
Coinbase provides the crypto wallet support and USDC payment rails. Roundtable’s Media Liquidity Pool, a dedicated USDC pool built to finance ad transactions at scale, handles settlement. The company’s smart-wallet network records every transaction onchain.
The system compresses the gap between an ad sale closing and a publisher receiving cash. Roundtable says that gap has historically been weeks or months in the ad industry.
“Coinbase is thrilled to support Roundtable’s use of USDC and blockchain-enabled payments to modernize media ad sales, empowering creators to finance their content production by dramatically reducing payment lags,” said John D’Agostino, Head of Strategy at Coinbase Institutional.
Roundtable describes the infrastructure as the industry’s first real-time, immutable reporting and payment system for professional media, targeting what it calls a $200 billion industry.
The company began trading on the Nasdaq Capital Market in May following a merger with RYVYL Inc.
