Comcast Partners Up to Forge Secure ‘Blockchain’ Platform to Boost TV Ad Efficiency – Broadcasting & Cable

Comcast’s Advanced Advertising Group said it is working with several partners on the development of “Blockchain Insights Platform” that aims to boost the efficiency of premium video advertising and enable a secure exchange of non-personal audience data for addressable ads.

That platform will result in “better planning, targeting, execution and measurement across screens,” according to the division, which includes tech and products from Strata, FreeWheel and Visible World.

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