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The US giant of cable and entertainment television The Comcast cable advertising division has launched what it describes as the next phase of an industry initiative to create a secure way to use data and share information based on blockchain technology.
Comcast collaborates with Viacom, the advertising sales division of Charter Communications Spectrum Reach and others to create Blockgraph, a collaborative effort to enable the secure exchange of public information for addressable advertising. The group said that additional media companies and service providers who agreed to participate will soon be appointed. The Italian broadcaster Mediaset participates in the initiative and the advertising unit of Mediaset, director general of Ad-tech and business development of Putlitalia, Paolo Colombo, has described Blockgraph as "another example of the sector that brings together to adopt new standards and technologies that will enable us to compete more effectively as a means, while at the same time offering more value to our advertising customers. "
According to Comcast, Blockgraph will act as an "identity level" for the television industry and will provide a platform for media companies and publishers can offer marketing data capabilities without revealing identifiable user data to third parties.
The blockchain-based platform was developed by FreeWheel, an advertising technology company owned by Comcast. According to the company, the data of the participating companies remain in their systems, allowing them to protect consumer privacy.
Instead of sending data to a third-party provider to allow advertisers and media companies to be shared, Blockgraph, a peer-to-peer system, allows participating companies to perform "blind games" directly with each other, guaranteed by encryption technologies , non-identifiable data and blockchain protocols.
Comcast is currently working with its NBCUniversal content to test Blockgraph's capabilities with plans to incorporate it into its addressable offer at the start of 2019.
"Data is a valuable and sensitive asset for media companies and consumers so understandably, they must be protected, at the same time data is now the fuel that fuels media and advertising. To be able to compete with the data capabilities of digital companies We are aware that providing a secure way to protect data while benefiting from collective insights is the way forward and we believe Blockgraph offers that path, "said Jason Manningham , general manager of Blockgraph.
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