SAN JUAN, PR — In the not-to-distant future, blockchain-enabled technology could help TV advertisers more accurately measure the effectiveness of their ads and reduce fees paid to intermediaries.<\/p>\n
That is the promise of Blockgraph, a division of Comcast’s FreeWheel that has been working on realizing the potential.<\/p>\n
The initiative was launched<\/a> in December 2018, counting Viacom and Charter’s Spectrum Reach as early partners. Now Blockgraph is getting ready to get bigger, with some big announcements in the works.<\/p>\n “Blockgraph has been building a platform that will enable both addressability through secure peer-to-peer audience matching, data-permissioned usage applications, and then ultimately provide a lot of utility to all of the industry for those inventory activations,” says Jason Manningham<\/a>, GM of Blockgraph, in this video interview with Beet.TV.<\/p>\n “To achieve that, we’ve been quietly amassing a group of distributors across a large footprint of TV viewing homes, as well as inventory partners. And there should be a really exciting announcement in the coming month that we’re really excited about.”<\/p>\n Blockgraph<\/a> is video ad-tech firm FreeWheel\u2019s new industry\u00a0initiative focused on creating a more secure way to use data and share information.<\/p>\n