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Comcast Cable Advertising, a division of the world's second largest telecommunications company, Comcast, has announced that it is now working with industry partners to "start" the use of its blockchain Blockgraph platform.
Blockgraph is a peer-to-peer platform that protects individual data by increasing opportunities for media and marketing companies. According to the press release: "Adoption by media companies will create a secure, privacy-optimized" level of identity "for the television audience on a par with the depth and scale of digital media."
Previously he described Blockgraph as an advertising technology platform for planning, targeting and reporting especially for multiple media such as digital, broadcast and streaming.
Comcast will now work with a number of industry partners including Viacom and Spectrum Reach, a division of Charter Communications, and plans to announce other participants soon.
In 2017, the telecommunications giant revealed for the first time its plans for a "Blockchain Insights Platform" that he proposed to develop in collaboration with the likes of NBCUniversal, Disney and other key industry names. Blockgraph seems to be the result of this initiative, although Comcast does not confirm if all previously announced employees are still involved.
Blockgraph, says the ad, through its "level of identity" will provide "a platform on which media companies and publishers can offer marketers the best data capabilities without revealing identifiable user data to third parties – adding additional protections to user privacy ".
The platform will enable the exchange of "privacy-friendly" public information for advertisers and Comcast is looking to extend the reach of the platform across the industry: "Comcast has invested in building Blockgraph technology, but we do not want this to remain just a Initiative led by Comcast We are inviting the entire television industry to participate in Blockgraph so that it becomes a true industry venture, "said Marcien Jenckes, president of Comcast Cable Advertising.
"When they are resized, unidentifiable identifiable information becomes available to everyone, the focus shifts to what a supplier is able to do with that data and how it can be used to generate the results. Advanced data capabilities are combined with the benefits of awareness and involvement of TV and premium video, the results will be hard to beat. "
The platform has been incubated within Comcast's FreeWheel group, which allows TV and media companies to work with "large-scale" data. The ultimate goal is to improve the efficiency and effectiveness of data-driven data-based marketing.
As privacy becomes a growing concern for consumers, Comcast says the platform will maintain Blockgraph user data within its systems: "Data is a valuable and sensitive resource for businesses and consumers in a comprehensible way, it must be protected, "said Jason Manningham, General Manager, Blockgraph.
"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. "
Using Blockgraph, Comcast will deny the need for centralized sharing of third-party data. The new platform will allow participants to share data more directly with each other, data that is protected by encryption and blockchain protocols.
NBCUniversal, owned by Comcast, is currently being tested with the intention of incorporating Blockgraph into its services at the start of 2019. Viacom, another early collaborator, appears to be probably a future development for the platform.
Kern Schireson, Viacom Executive Vice President and Chief Data Officer, confirms his involvement in order to "facilitate the valuable exchange of information on data as a necessary catalyst for climbing our collective capabilities".
