Comcast: Blockchain Can Be Used In Ad Buys

Comcast Advanced Advertising Group announced a new platform that will let marketers make ad buys in broadcast and streaming TV using blockchain technology. The platform will allow marketers to anonymously match their data sets with programmers and others in the industry to target consumers on any device without giving up proprietary customer info. Participants in the technology, dubbed the Blockchain Insights Platform, include Disney, NBCU, Altice USA, Channel 4 U.K., Cox Communications, Mediaset Italia and France’s TF1 Group, according to Comcast.