NEWS1 June 2020

Comcast, Charter and Viacom partner on joint venture Blockgraph

Media News North America Technology

US – Media companies Comcast, Charter Communications and Viacom have taken equal ownership of an initiative to use aggregated and anonymised data for advanced TV and video advertising.

blue graphic individuals being circled in red pen

Comcast’s advertising division launched software platform Blockgraph in 2017 and it has since been part of Comcast Advertising’s tech unit, FreeWheel.

The technology is used to provide advertisers with deidentified insights for media planning and measurement, and allows for addressable targeting.

Jason Manningham, previously general manager of Blockgraph under FreeWheel, has been appointed to lead the joint venture as chief executive officer.

Manningham said: “Together with Comcast, Charter and ViacomCBS, we have the opportunity to reshape data driven advertising in a way that’s better and more sustainable for brands, publishers, content distributors and above all else – audiences.”

Marcien Jenckes, president, Comcast Advertising, said: “We are thrilled to partner with ViacomCBS and Charter as we continue to roll out Blockgraph and look forward to working with new partners and customers in the months ahead as platform adoption grows.”

The technology is being used by Comcast’s NBCUniversal, which has begun to integrate Blockgraph into its AdSmart platform.