They say the collaboration will make data-driven TV advertising possible and drive enhanced advertising outcomes for agencies and brands.
Blockgraph, the ad tech company owned by Comcast, Charter Communications and Paramount, said veteran advertising exec David Kline has been named chairman. Kline, who will continue to serve as EVP at Charter and president of its Spectrum Reach ad sales unit, succeeds Dave Clark, who stepped down as GM of Comcast’s FreeWheel unit in February.
Companies in the advanced advertising business have formed the TV Data Initiative, a group that will look to accelerate the use of data in the television industry. The group includes Dish Media, Blockgraph, MadHive, VideoAmp, Eyeota and TVSquared and plans to spend the next six months assessing the state of data in the advanced TV ecosystem and identify challenges and opportunities.
TV measurement and attribution firm TVSquared and Blockgraph, which securely connects data providers and users, said they are working together to provide omni-channel TV measurement and attribution capabilities.
Three of the nation’s largest pay-TV companies are taking joint ownership of Blockgraph, a platform designed to make it easier for brands to harness data to serve targeted ads to people watching cable TV, a move that comes as cost-pressured ad buyers are increasingly turning to targeted advertising.
