One of the more interesting and TV related announcements to come from Cannes Lions last week in France was a Comcast partnership that included Disney, Altice USA, Channel 4, Cox Communications, Mediaset Italia and TF1 Group. The partnership aimed improving their addressable advertising offering was described to them as follows.
Comcast’s Advanced Advertising Group, a division of Comcast Cable that combines the capabilities of Strata, FreeWheel, and Visible World, today announced an initiative to develop a new, technological solution – the “Blockchain Insights Platform” – aimed at improving the efficiency of premium video advertising, resulting in better planning, targeting, execution and measurement across screens.
A common thread at Cannes was around the need for more unified measurement across online video. While this isn’t a new conversation the fact that so many competing media companies are coming together is a good sign at progress. While the coming months will reveal what Blockchain will offer, the digital video world should pay close attention to the investment by Comcast and their partners.
“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,” said Marcien Jenckes, President, Advertising, Comcast Cable in the announcement. “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.”
“We’re excited by the potential of this new initiative, which would leverage the collective data insights of all participants while fully protecting personal privacy, to more effectively connect advertisers with the audiences who love our high-quality creative content,” Kevin Mayer, Senior Executive Vice President and Chief Strategy Officer, The Walt Disney Company told Found Remote.