Comcast, Charter Communications and ViacomCBS have announced a three way ownership of blockchain audience platform, Blockgraph.
The software platform is creates a more secure way to use aggregated and anonymised data and share information.
The joint venture will usher in a new way of using audience data for advanced TV and premium video advertising.
Using Blockgraph technology, media companies can help marketers form insights across their collective platforms without relying exclusively on third parties.
Blockgraph first launched in 2017 and incubated to date within Comcast Advertising’s technology unit, FreeWheel.
The vision since its inception was to become a collaborative industry solution, with Charter and ViacomCBS as early supporters.
“When we began to develop Blockgraph several years ago, we knew that the ability to apply data-driven insights to all media, including TV, in a way that protected privacy, was going to be hugely important to the future of our industry”, said Marcien Jenckes, President, Comcast Advertising.
“Now, some three years later, that couldn’t be truer, and the alternative that Blockgraph offers could not be more valuable”.
“We are thrilled to partner with ViacomCBS and Charter as we continue to roll out Blockgraph. We look forward to working with new partners and customers in the months ahead as platform adoption grows.”
Jason Manningham, previously general manager of Blockgraph under FreeWheel, will now lead the new joint venture as chief executive officer.
Manningham commented: “The value that Blockgraph brings to the industry has never been more important. Together with Comcast, Charter and ViacomCBS, we have the opportunity to reshape data driven advertising in a way that’s better and more sustainable for brands, publishers, content distributors and above all else – audiences.”
He added that Blockgraph’s joint venture comes at an important inflection point for the industry.
Marketers today are looking for new ways to maximise advertising investments and measure results across screens.
Publishers and distributors, meanwhile, are looking for ways to differentiate their content and media through data.
“Data connectivity, control and secure enablement are at the centre of it all; that’s what Blockgraph provides,” he added.