In an agreement confirmed last week, original developer Comcast Corporation (NASDAQ: CMCSA) will be joined by Charter Communications, Inc. (NASDAQ: CHTR) and ViacomCBS (NASDAQ: VIAC; VIACA).
According to the consortium the focus is to 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,” a statement read.
David Kline, EVP, charter and president, Spectrum Reach, said: “Bringing better data to television for planning, targeting and measurement represents a huge opportunity for our industry, and above all, for advertisers.
“In order to recognise this opportunity, however, we need to continually and fully ensure that we can use data in a way that protects the privacy of users through technologies that facilitate aggregated and anonymised use of our data. This is an ongoing concern to be addressed collaboratively across the industry, which is why we are so supportive of Blockgraph,” he added.
Since its 2017 launch Blockgraph has been incubated within Comcast Advertising’s technology unit, FreeWheel, however, this new ownership structure aligns the venture with the original intention to incorporate early supporters Charter and ViacomCBS into the ownership structure.
Jason Manningham (pictured), previously GM of Blockgraph under FreeWheel, will now lead the new joint venture as CEO.
He said: “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.”
Marcien Jenckes, president of Comcast Advertising added: “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.
“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 and look forward to working with new partners and customers in the months ahead as platform adoption grows,” Jenckes continued.
