Comcast, Charter Communications and ViacomCBS have entered into an agreement to take equal ownership of Blockgraph, an industry initiative and software platform designed to create a more secure way to use aggregated and anonymized data and share information.
This joint venture is focused on ushering 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 was first launched in 2017 and incubated to date within Comcast Advertising’s technology unit, FreeWheel, A Comcast Company. The vision since its inception was to become a collaborative industry solution, with Charter and ViacomCBS as early supporters. Chief among early adopters of the Blockgraph technology has been Comcast’s NBCUniversal, as they have begun efforts to integrate Blockgraph into their AdSmart platform.
Marcien Jenckes, President, Comcast Advertising
We are thrilled to partner with ViacomCBS and Charter as we continue to roll out Blockgraph and look forward to working with new partners and customers in the months ahead as platform adoption grows.
John Halley, COO, Advertising Revenue and EVP, Advanced Marketing Solutions, ViacomCBS
Data confidentiality is a necessity for addressable advertising to work at scale. Blockgraph is a platform that will make that easy to implement.
