The company aiming to use blockchain technology to improve the advertising supply chain is itself hoping to add further links to its chain.<\/p>\n
Blockgraph is a JV of Comcast, ViacomCBS and Charter\u2019s Spectrum Reach that uses the technology behind Bitcoin to enable privacy-compliant sharing of digital ad transaction and effectiveness data between partners.<\/p>\n
Now it is broadening its partner base from broadcasters to the back-end.<\/p>\n
In this video interview with TransUnion’s media EVP Matt Spiegel for Beet.TV, Blockgraph CEO Jason Manningham explains.<\/p>\n
“It started with distribution – we focused a lot of our efforts, initially focusing on some of the largest distributors in the US,” Manningham says.<\/p>\n
“What we see next is working with both demand partners, and bringing them into the equation.<\/p>\n
“But, in order to do that, the base of the network will be working with some of the biggest identity enablers in the industry who have the right signals and have the rights to use those signals at scale.<\/p>\n
Blockgraph Touts Data Control To Major Players, New CRO Schleider Says<\/a><\/p><\/blockquote>\n