Comcast to Work With Spectrum And Viacom in Rolling Out a Blockgraph Cable Advertising Platform

Comcast Cable Advertising (CCA) on December 21st announced that they are making Blockgraph available in the first quarter of 2019.

Blockgraph is the new initiative that involves an “identity layer” on which media owners can offer advertisers audience targeting at scale in a manner that better ensures the privacy of their viewers and also helps protect them from data leakage.

Comcast’s Cable Advertising division have started their next phase of Blockgraph. Their project involves big industry players like mass media businesses like Viacom and advertising-sales firms such as Spectrum Reach.

President of Spectrum Reach David Kline stated:

“It’s imperative that the use of data prioritizes the privacy of consumers’ personal information. 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.”

As the TV landscape continues to be divided, so too does audience data. Blockgraph’s platform essentially has a multi-device identity layer that connects data points across the industry. It's a needed step forward as TV and media companies look to better compete with digital-first companies.

NBC Iniversal, a subsidiary of Comcasti going to test out Blockgraph's capabilities before the commercial rollout.

“It’s going to unlock a lot of value by bringing more data in a privacy compliant way to the point of transaction around advertising. Blockgraph facilitates the ability for an advertiser and the owner of an impression to understand across all available data sets, who the viewer is – in a de-identified privacy compliant way – and to understand all the attributes of a viewer. And to contextualize what’s happened before, during and after the impression, which all together determines the value of the impression,” said Viacom Chief Data Officer Kern Schireson.

Although Comcast doesn’t have much supporters and a positive look in the public’s eye. They have been repeadly accused of having monopolistic practices and even has been deemed as an “evil corporation.”

However, they have been friendly towards blockchain products. The telecom giants funded a New-York based blockchain startup Blockdaemon for $3 million in their seed round.

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