Blockgraph Braces for Data Wave About to Hit TV Advertising

Using data to fuel advertising planning and ad targeting has been a staple of the digital world for years and is now poised to make a significant impact on the TV ad ecosystem. However, that shift is also happening amid some major concerns about how to properly protect that data as well as the privacy of the consumers that are being targeted. To offer some important assistance in this area and bring a proper layer of trust to the table as TV advertising becomes more data-driven and targeted via traditional set-top boxes and a broad mix of Internet-powered mobile and TV-connected devices, an initiative that employs some blockchain techniques called Blockgraph was recently established. It originated out of Comcast and was incubated at FreeWheel, the ad-tech company that Comcast acquired in 2014. At CES in January, Blockgraph began to discuss its platform in more detail, noting that it is using blockchain techniques and protocols to decentralize the peer-to-peer TV data ecosystem and network.It is also using blockchain to enable partners to run common software and build a shared identity layer between components of the advertising ecosystem without exposing sensitive competitor or consumer-specific information.

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