Comcast Corporation, Charter Communications, and ViacomCBS announced that they 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.
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“Data confidentiality is a necessity for addressable advertising to work at scale. Blockgraph is a platform that will make that easy to implement”
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.
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“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,” said 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.”
Jason Manningham, previously general manager of Blockgraph under FreeWheel, will now lead the new joint venture as chief executive officer.
Said Manningham: “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.”
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