Comcast, Charter Communications and ViacomCBS have entered into an agreement to take equal ownership of Blockgraph.
New joint venture focuses on helping marketers use audience insights for advanced TV and premium video advertising.
Cable and TV giants become joint-venture partners in Blockgraph, which was spun off by Comcast.
Blockchain-enabled technology could help TV advertisers more accurately measure the effectiveness of their ads.
Comcast’s advertising business is gearing up to run campaigns with Blockgraph.
Blockgraph is designed to help media owners and advertisers securely share data for addressable TV advertising.
Blockchain-based offering will help better match audience data with advertisers in a privacy-compliant way.
