Comcast is Developing a Blockchain Video Advertising Platform

Comcast’s Advanced Advertising Group plans to use its “Blockchain Insights Platform” to make premium video advertising more efficient. Using the platform, programmers and advertisers will be able to use consumer data to create and execute precise, targeted advertising campaigns to streaming customers. Comcast anticipates this will increase current revenue streams and open up new ones for blockchain participants. Comcast Cable President of Advertising Marcient Jenckes said in a statement:

"Television advertising is an efficient and effective way for marketers and their agencies to reach a large audience, yet today the way advertisers use insights to plan, buy and deliver advertising is limited. This new technological approach would make data-driven video advertising more efficient and consumer data more secure. We’ll work with the participants in this initiative to improve ad planning, addressable targeting, execution and measurement, to ultimately create even more value for the television advertising industry."