Comcast’s advertising unit today announced it is working with Spectrum Reach and Viacom on a blockchain-based offering that will help it better match audience data with advertisers in a privacy-compliant way to target ads across screens.
Dubbed Blockgraph, the new initiative involves an “identity layer” on which media owners can offer advertisers audience targeting at scale in a manner that better ensures the privacy of their viewers and also helps protect them from data leakage.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in