SAN JUAN, Puerto Rico – Ad buyers are increasingly attracted to the necessity to advertise across video channels, and TV companies are increasingly keen to help them do that.
But enabling that future is never easy.
In this video interview with Beet.TV at Beet Retreat San Juan, Jason Manningham, CEO, Blockgraph, goes into detail about how to make measurement and activation a reality.
Understand across platforms
“When we think about the TV marketplace, base one is being able to understand, reach and frequency, across linear, addressable, CTV, and digital video,” Manningham says.
“In order to understand reach and frequency or impressions, you need to be able to tie that together to the appropriate household and then allow measurement companies to make sense of that data, to aggregate it up to the appropriate levels.
“In order to do that, you need to resolve identity.”
Joining impressions
That is where Blockgraph comes in.
Originally set up in 2017 by Comcast’s FreeWheel to help advertisers go around third-party tech platforms to develop insights, Blockgraph was spun out and born as a joint venture among Comcast, ViacomCBS (now Paramount Global) and Charter’s Spectrum Reach.
Peer-to-peer blockchain technology works by using a shared, “immutable” – or, untamperable – ledger of digital actions. In Blockgraph’s case, that means secure data sharing for advanced TV advertising.
Blockgraph’s IDoS (identity operating system) supports cryptographically-dependent, privacy-compliant profile matching. Blockgraph recently also introduced its own “clean room” software.
Manningham says it is about enabling measurement companies to more accurately stitch together impressions across all forms of TV.
Like digital, for TV
So many of the industry’s current challenges are about enabling data interoperability in a privacy-compliant way.
“We hear a lot about being able to activate audiences across all distribution points,” Manningham adds.
“I really believe that in order for it to continue to thrive and grow, we need to continue to move forward with better cross-platform measurement solutions.
“This has got to act like digital, but really be for the TV industry.”
You are watching coverage from Beet Retreat San Juan 2022, presented by AppScience, Infillion, MadHive, SpringServe, Univision & VideoAmp. For more videos, please visit this page.
