Comcast announced recently that the company has launched the next phase of Blockgraph, an industry initiative designed to create a secure way to use data and share information. Comcast is now working with other industry partners on this initiative, including Viacom and Spectrum Reach, the advertising sales division of Charter Communications, Inc., in a collaborative effort that will facilitate the secure exchange of privacy-compliant audience insights for addressable advertising.
Additional media companies and MVPDs participating will be named shortly.
What the heck is Blockgraph?
Blockgraph is designed to become the “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.
At the core of the initiative is the Blockgraph platform, a blockchain-enabled software, which allows TV and media companies to control, connect, and safely activate their data at-scale. Comcast developed this 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.
Now this is where the blockchain and free data part of it kicks in. Blockgraph helps solve data activation challenges for all parties within the global TV advertising ecosystem, including sellers of media, buyers of media and, importantly, consumers of media. An inherent characteristic of the platform is consumer privacy, since each Blockgraph participant’s data stays in its own systems and the participant continues to protect the data and manage the privacy of its users, including respecting any user choices regarding the use of the data.
“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.”
Comcast is currently working with NBCUniversal to test Blockgraph’s capabilities with plans of incorporating it into its addressable offering in early 2019.
Comcast is also in talks with several other potential Blockgraph participants for future rollouts to escalate the initiative’s scale and backing. Key among these is Viacom, whose early involvement as a leading partner in providing feedback to help shape the product roadmap and structure of the Blockgraph initiative has been integral in elevating its impact and adoption.
“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, Chief Data Officer, Viacom.
Blockgraph is another example of the industry coming together to adopt new standards and technologies that will allow us to compete more effectively as a medium, while simultaneously delivering more value to their advertising clients.
For more information on Blockgraph, or to find out how you can participate, you can checkout: www.blockgraph.co.