Comcast Says Marketers Can Make TV Ad Buys With Blockchain Tech

By adageeditor@adage.com (George Slefo)


Comcast Advanced Advertising Group debuted a new platform at Cannes on Tuesday that it says lets brands make ad buys in local broadcast and streaming TV using blockchain technology.

The platform allows marketers to anonymously match data sets with programmers to target consumers on any devices without giving up proprietary customer info. TV inventory for the effort, dubbed the “Blockchain Insights Platform,” is coming from the likes of Disney, NBC Universal, Altice USA, Channel 4 U.K., Cox Communications, Mediaset Italia and France’s TF1 Group, according to Comcast.

Blockchain allows parties to transact with each other directly, and to trust the transactions, without having to trust each other or have a central system of record, such as a bank or in advertising’s case, a third party, because both parties have a copy of the distributed system of record.

Comcast Advanced Advertising Group debuted a new platform at Cannes on Tuesday that it says lets brands make ad buys in local broadcast and streaming TV using blockchain technology.

The platform allows marketers to anonymously match data sets with programmers to target consumers on any devices without giving up proprietary customer info. TV inventory for the effort, dubbed the “Blockchain Insights Platform,” is coming from the likes of Disney, NBC Universal, Altice USA, Channel 4 U.K., Cox Communications, Mediaset Italia and France’s TF1 Group, according to Comcast.

Blockchain allows parties to transact with each other directly, and to trust the transactions, without having to trust each other or have a central system of record, such as a bank or in advertising’s case, a third party, because both parties have a copy of the distributed system of record.

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Source:: Advertising Age Digital

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