Comcast Partners Up to Forge Secure ‘Blockchain’ Platform to Boost TV Ad Efficiency

NBCU, Disney, Altice USA, Cox among those involved in collaboration
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Comcast’s Advanced Advertising Group said it is working with several partners on the development of "Blockchain Insights Platform" that aims to boost the efficiency of premium video advertising and enable a secure exchange of non-personal audience data for addressable ads.

That platform will result in “better planning, targeting, execution and measurement across screens,” according to the division, which includes tech and products from Strata, FreeWheel, and Visible World.

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Among applications, the platform could help advertisers and programmers match data sets more effectively in order to develop and execute media plans based on custom audience segments and to improve targeting precision across screens, Comcast said.

With consumer privacy as a priority, each blockchain participant’s data would stay in their own systems and they would continue to manage the protection and privacy of their users, Comcast said.

Announced at the Cannes Lions event in France, Comcast said the platform is being developed in collaboration with NBCUniversal, The Walt Disney Company, Altice USA, Channel 4, Cox Communications, Mediaset Italia and TF1 Group.

Comcast intends to launch the Blockchain Insights Platform in 2018, noting that it’s in talks with other programmers, distributors, device makers and marketers in the U.S. and Europe.

"Television advertising is an efficient and effective way for marketers and their agencies to reach a large audience, yet today the way advertisers use insights to plan, buy and deliver advertising is limited," Marcien Jenckes, president, advertising at Comcast Cable, said in a statement. "This new technological approach would make data-driven video advertising more efficient and consumer data more secure.  We’ll work with the participants in this initiative to improve ad planning, addressable targeting, execution and measurement, to ultimately create even more value for the television advertising industry." 

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“We’re excited by the potential of this new initiative, which would leverage the collective data insights of all participants while fully protecting personal privacy, to more effectively connect advertisers with the audiences who love our high-quality creative content,” added Kevin Mayer, senior executive VP and chief strategy officer at Disney.