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Comcast, Viacom collaborate on blockchain-based advertising platform

Blockgraph is expected to roll-out this year

Comcast, Viacom and Charter are collaborating on a new blockchain-based advertising platform, due to roll-out this year.

Blockgraph is described as an “identity layer” for the TV industry, providing a platform on which media companies and publishers can offer marketers best-in-class data capabilities without disclosing identifiable user data to third parties – adding additional protections to user privacy.

The companies said more participating media companies and MVPDs are due to be announced shortly.

The Blockgraph platform, which has so far been developed within Comcast’s FreeWheel group, allows TV and media companies to control, connect, and activate their data at-scale. Comcast said it developed the software with the end goal of improving the efficiency and effectiveness of data-driven TV marketing and advertising, resulting in better planning, targeting, execution and measurement across screens.

“Data is a valuable and sensitive asset for media companies and consumers so understandably, it must be protected,” said Jason Manningham, general manager, Blockgraph. 

“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.”