Comcast’s Advanced Advertising Group, a division of Comcast Cable that combines the capabilities of Strata, FreeWheel, and Visible World, today announced an initiative to develop a new, technological solution – the “Blockchain Insights Platform” – aimed at improving the efficiency of premium video advertising, resulting in better planning, targeting, execution and measurement across screens.
This effort to develop the technology expands upon the advertising relationship between Comcast’s Advanced Advertising Group and NBCUniversal as well as new collaborations with Disney, Altice USA, Channel 4 (UK), 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.
Comcast made today’s announcement at the Cannes Lions in Cannes, France and intends to formally launch the Blockchain Insights Platform in 2018. In addition to the initial participants, Comcast is in discussions with other programmers, distributors, device makers and marketers from 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,” 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.”
One application of the Blockchain Insights Platform would be that advertisers and programmers could match data sets more effectively to build and execute media plans based on custom audience segments and more precisely and efficiently target across a nationwide footprint of pay-TV customers and streaming device users. Concurrently, programmers would be able to offer improved targeting precision across screens, increasing the value and quantity of monetized inventory. All participants would ultimately benefit from the resulting reporting and attribution metrics, and new potential revenue streams for participants could emerge for data insights they can generate for themselves and others.
“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,” said Kevin Mayer, Senior Executive Vice President and Chief Strategy Officer, The Walt Disney Company.
An inherent characteristic of the planned Blockchain Insights Platform is consumer privacy – each blockchain participant’s data would stay in their own systems and they would continue to manage the protection and privacy of their users. The technology includes a series of encryption and rights management layers that would result in a system that lets blockchain participants in the platform ask questions of each other’s data without having to access or take possession of anyone else’s data to get their marketing questions answered. This technology simply provides a more efficient platform for the premium video marketplace, while keeping individual data sources safe, private and secure.
Comcast Cable recently unified its television distribution, sales and advertising technology products and solutions under Mr. Jenckes who now oversees two divisions of Comcast Cable Advertising: Comcast Spotlight, the advertising sales division of Comcast Cable, and Comcast’s Advanced Advertising Group. Comcast’s Advanced Advertising Group has developed platforms and technologies to create simplified solutions that not only benefit Comcast Cable, but also other distributors, programmers, agencies and advertisers from the U.S. and Europe. Comcast’s Advanced Advertising Group will work with many of these same companies to develop the Blockchain Insights Platform.
- Gate.io Exchange Releases IEO Startup Platform and Launches First Project with CNNS - April 18, 2019
- Telegram Cuts Deal With Wirecard to Build Blockchain Shared Payment and Banking Solutions For TON - April 17, 2019
- Token-as-a-Service (TaaS) Shuts Down – Distributes Assets to Token Owners - April 17, 2019
- eToroX Launches 8 Stablecoins on New Cryptocurrency Exchange - April 17, 2019
- Powerhouse Production Company Endemol Shine International Partners with Blockchain Startup BitMovio - April 17, 2019
- Huobi Prime’s Second EO Launch – Two Billion NEW Tokens Sold in Six Seconds - April 17, 2019
- Panxora safeguards ICO assets with crypto treasury management service - April 17, 2019
- Turing Award Winner and MIT Cryptographer, Dr. Silvio Micali, Publicly Opens TestNet at VC-backed Algorand Blockchain - April 16, 2019
- Gibraltar Stock Exchange Opens the Doors to Secondary Market for Security Tokens - April 15, 2019
- Bittreo Releases Crypto Brokerage SAAS - April 14, 2019
- International Monetary Fund (IMF) Head Says Cryptocurrency is Shaking the System – Wary Eye on Silicon Valley Data Collectors - April 14, 2019
- US Regulator SEC Issues First ‘No Action’ Letter for Unregistered ICO - April 13, 2019
- Jason Hanania: Architecture of a Technodemocracy – Author Interview - April 12, 2019
- Block.one’s FinLab EOS VC Fund Invests in Moonlighting - April 11, 2019
- Blockstack Files with SEC for Reg A+ Token Offering - April 11, 2019
- US Congress Introduces Bipartisan-Supported Token Taxonomy Act - April 10, 2019
- Facebook Allegedly Seeking USD$1 Billion VC for Cryptocurrency Project - April 9, 2019
- China to Ban Bitcoin Mining? - April 9, 2019
- Over $440M Orders Purchased – Gate.io Announces Gatechain Token (GT) Point Sale and GT Reward Distribution Results - April 9, 2019
- Bgogo Apollo Plans to Sell Algorand IOUs in an IEO, Without Permission - April 9, 2019