Comcast’s Advanced Advertising Group, a newly-formed division of Comcast Cable that is composed of Comcast’s various ad tech acquisitions – Strata, FreeWheel, and Visible World – announced today today announced an initiative to develop a new blockchain-baed solution aimed at improving planning, targeting, execution and measurement across screens. The “Blockchain Insights Platform” will be piloted by Comcast-owned NBCUniversal but also with various other major broadcasters around the world including Disney, Altice USA, Channel 4, Cox Communications, Mediaset Italia and TF1 Group (France). The companies will work together on a ‘new and improved advertising approach which would facilitate the secure exchange of non-personal, audience insights for addressable advertising’.
The Blockchain Insights Platform will officially go live in 2018 and Comcast say they are already in discussion with programmers, distributors, device makers and marketers from the US 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,” said Marcien Jenckes, President, Advertising, Comcast Cable. “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.”