Comcast working with Charter, Viacom to roll out blockchain-based ad platform

Comcast
Comcast said it’s currently working with NBCUniversal to test Blockgraph’s capabilities with plans of incorporating it into its addressable offering in early 2019. (Comcast)

Comcast is working with NBCUniversal along with Viacom and Spectrum Reach, the advertising sales division of Charter, to roll out a blockchain-based ad platform in 2019.

Blockgraph is being positioned as an “identity layer” for the TV industry by providing a secure platform for sharing information without disclosing identifiable user data to third parties. Comcast division Freewheel has been developing the software to improve planning, targeting, execution and measurement across screens for TV advertising and marketing.

“Data is a valuable and sensitive asset for media companies and consumers so understandably, it must be protected,” said Jason Manningham, general manager at Blockgraph, in a statement. “At the same time, data is now the fuel powering media and advertising. The TV community needs to ensure that we can compete with the data capabilities of digital-first companies. We understand that providing a safe way to protect data while benefitting from collective insights is the path forward. And we believe Blockgraph offers that path.”

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Comcast said it’s currently working with NBCUniversal to test Blockgraph’s capabilities with plans of incorporating it into its addressable offering in early 2019. The company is also in talks with other potential Blockgraph participants like Viacom, which is helping develop the product roadmap and structure of the Blockgraph initiative.

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“Viacom has long been committed to advancements in television advertising and industry collaboration to deliver better ads for clients and enhance the consumer experience,” said Kern Schireson, executive vice president and chief data officer at Viacom, in a statement. “We’re happy to partner with Comcast on Blockgraph’s technology and platform to facilitate the valuable exchange of data insights as a necessary catalyst to scale our collective capabilities.”

Spectrum Reach is collaborating on the software with Comcast.

“It’s imperative that the use of data prioritizes the privacy of consumers’ personal information,” said David Kline, executive vice president and president of Spectrum Reach, in a statement. “Blockgraph’s technology offers enhanced security and privacy protections by allowing all players within the TV ecosystem to directly share insights derived from anonymized and aggregated information. We support this initiative believing it will help set the standard for secure information sharing in the years to come.”

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