Telecoms giant Comcast will launch its blockchain platform Blockgraph in 2019 to improve the efficiency of TV marketing and advertising.
“Comcast is currently working with NBCUniversal to test Blockgraph’s capabilities with plans of incorporating it into its addressable offering in early 2019,” states the release.
Comcast is a global media company founded in 2001, that provides cable television, Internet and telecoms services. Comcast is purportedly the second largest broadcasting company in the world in terms of revenue and largest TV company in the United States. The company’s consolidated revenue for the third quarter of 2018 was $22.1 billion.
According to Comcast, its Cable Advertising division initiated the next phase of its Blockgraph platform — a product designed to secure personal data and share information — which will subsequently lead to the project’s launch in 2019. Comcast is working on the project with other industry players like mass media conglomerate Viacom and advertising sales firm Spectrum Reach, among others.
Blockgraph will purportedly provide an “identity layer” for the TV industry, by means of which media companies can share non-identifiable audience data. The peer-to-peer platform aims to improve the efficiency and effectiveness of TV marketing and advertising. President of Spectrum Reach David Kline commented:
“It’s imperative that the use of data prioritizes the privacy of consumers’ personal information. Blockgraph’s technology offers enhanced security and privacy protections by allowing all players within the TV ecosystem to directly share insights derived from anonymized and aggregated information.”
Comcast has been maligned in the American media for being a de facto monopoly in many regions, and has even been called the “Worst Company in America” by some publications. Earlier today, Minnesota Attorney General Lori Swanson filed a lawsuit against Comcast Corporation/Xfinity, alleging that it has charged customers more than it promised, in addition to charging for unordered services and products.
In addition to its own products, Comcast has supported other blockchain development projects. In March, New York-based blockchain startup Blockdaemon closed a $3 million venture capital seed round led by the telecoms giant. The funds were set to be used to “enhance infrastructure options, and to help customers run multi-tenant networks across all sorts of different blockchains.”