Saturday, June 24, 2017


Comcast announced a new platform at the Cannes Lions advertising festival for buying television ads via blockchain. It would allow marketers to “match their data sets, target audiences across pay TV and streaming device users and have access to reporting and attribution metrics by leveraging the technology”. The encryption element of the technology provides consumer privacy and gives participants on the platform more control over their data. This is another example how digital marketers are increasing their influence over the convergence of streaming, social and traditional entertainment channels. This effort is clearly in early days; however, the increased transparency and encryption of the method should be attractive elements, addressing top concerns of the industry.

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