Viacom And Charter Partner With Comcast To Work On Blockchain-based Advertising Platform

According to Comcast Cable Advertising, it would be working with Viacom and Charter on a new advertising platform that will be based on blockchain technology. The project is called Blockgraph and Comcast is moving to the next stage of its development. More MVPDs and media companies will be added to the network. Blockgraph, according to Comcast, is an identity layer that will be used by the TV industry. Media publishers and companies will be able to get access to addressable data capabilities while withholding identifiable user data from third parties.

Blockgraph On Blockchain Technology

Comcast revealed that Blockgraph will help solve the challenges attached to the global TV advertising ecosystem. It will protect all parties involved including consumers, media sellers and media buyers. The Blockgraph system will protect user data and manage privacy settings. The user will have the power to decide which data will be accessed and which will be kept secret.
Already, Comcast is working with a NBCUniversal unit on testing Blockgraph and the company intends to incorporate this technology into the addressable offering in the first quarter of 2019. The general manager of Comcast, Jason Manningham, had this to say about Blockgraph:

“Data is a sensitive and valuable asset for all media companies as well as consumers. So, it must be protected. Data is also the petrol that fuels advertising and media. The television community has to ensure that we can meet up with the data capabilities of digital-dependent companies. We know that providing a secure method of protecting data while benefiting from insight is the way forward. Blockgraph offers this opportunity.”

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The executive vice president of Charter Communications who is also the president of Spectrum Reach, David Kline had this to say about the Blockgraph project:

“With Blockgraph technology, you’ll have access to enhanced privacy protection and security. It allows players within the ecosystem to share insights directly. This insight is derived from aggregated and anonymized information. We are supporting this initiative because we believe it will aid in setting a standard for secure data sharing in years to come.”


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