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Trio is working on a new secure exchange for addressable ad data called Blockgraph
Comcast Cable Advertising said it is working with the Spectrum Reach division of Charter and Viacom to create a new secure exchange for addressable advertising data.
Developed through Comew Freewheel's advanced advertising unit, Comcast said it will move to the "next phase of Blockgraph," with additional media companies and MVPDs that will be linked to the "short" initiative.
The cable operator describes Blockgraph as the "level of identity" for the television industry, providing a platform on which media companies and publishers can offer data capabilities addressable to marketing professionals without revealing identifiable user data to third parties.
Blockgraph, said Comcast, helps solve data usage challenges for all parties within the global television advertising ecosystem, including media vendors, buyers and consumers. Blockgraph participant data remains in its systems and the participant continues to protect data and manage the privacy of its users, including compliance with any user choice regarding the use of data.
Comcast is currently working with its NBCUniversal unit to test Blockgraph and intends to incorporate it into its addressable offer at the start of 2019.
"Data is a valuable and sensitive resource for media companies and consumers in a comprehensible way, they must be protected," said Jason Manningham, general manager of Blockgraph, in a statement. "At the same time, data is now the fuel that fuels media and advertising.The TV community needs to make sure that it can compete with the data capabilities of digital companies.We are aware that providing a secure way to protect data by benefiting at the same time collective intuitions is the way forward and we believe that Blockgraph offers that way. "
"It is essential that the use of data privileges the privacy of consumers' personal information," added David Kline, Charter Communications executive vice president and president of Spectrum Reach. "Blockgraph technology provides greater protection and privacy protection by allowing all players within the TV ecosystem to directly share information from anonymous and aggregate information We support this initiative by believing it can help set the standard for the secure sharing of information in the coming years ".
