Comcast takes Blockgraph to next level

Comcast Cable Advertising, a division of US telecommunications giant Comcast, has launched the next phase of its blockchain-powered Blockgraph project.

It is now working with other industry partners on the initiative, including Viacom and Spectrum Reach, the advertising sales division of Charter Communications, to facilitate the secure exchange of privacy-compliant audience insights for addressable advertising. Additional media companies and MVPDs participating will be named in the near future.

“Data is a valuable and sensitive asset for media companies and consumers so understandably, it must be protected,” says 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 offering in early 2019.

It is also in talks with several other potential participants for future roll-outs. Key among these is Viacom, which has had early involvement in providing feedback to help shape the product roadmap and structure of the initiative.