Comcast, Charter and ViacomCBS Join Forces to Make TV Commercials More Targeted
wyattstorch516 writes: Comcast has spun off its blockchain division and is now partnering with Spectrum Reach (the advertising sales division of Charter Communications) and Viacom. Customized ad delivery in the TV space has significantly lagged the technology for online video providers such as Youtube. Blockgraph holds out the promise that will allow advertisers to target key demographics while safeguarding subscriber information. Can this help prop up the declining broadcast video market? One-third of Blockgraph will now be owned by each company. Blockgraph Chief Executive Jason Manningham says the platform will help brands and ad-inventory sellers match data sets without sharing too much personal data on the viewers. "For instance, if a car maker buys a data set of people in the market for a car, it could use Blockgraph's technology to match that list up with cable subscribers based on their home address," reports The Wall Street Journal, citing Manningham. "The car company could use this data either to learn which programs and time of day draw more viewers from their desired audience, or to buy ads targeted only at households on the in-market list."
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