Comcast Cable, a global media and technology company, is reportedly trying to approach video advertising a brand new way by using blockchain technology.
Video streaming services like Netflix, YouTube, and Hulu has changed the traditional advertising model. Comcast Cable, a global media and technology company, is reportedly trying to approach video advertising a brand new way, namely by using blockchain technology.
Blockchain Insights Platform
Comcast`s Advanced Advertising Group has announced its plans to launch a “Blockchain Insights Platform” to improve premium video advertising. Advertisers and programmers will have the opportunity to access consumer data to create and execute targeted advertising campaigns to streaming customers.
“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.”, as Marcien Jenckes, President, Advertising, Comcast Cable, commented in a press release.
“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.”, as he added.
Comcast foresees that the service can be developed and used in collaboration with Disney, NBCUniversal, Channel 4 (UK), Cox Communications, and others.
This has the potential to turn blockchain-advertising into a standard practice in the video streaming industry. It is to be seen, if this would be the case.