The rising of video streaming services such every bit Netflix, YouTube, in addition to Hulu has forced video providers to rethink the traditional advertising model. Now, Comcast Cable is turning to blockchain engineering to facilitate a novel approach to premium video advertising.
Comcast Announces Blockchain Insights Platform
Comcast’s Advanced Advertising Group plans to purpose its “Blockchain Insights Platform” to brand premium video advertising to a greater extent than efficient. Using the platform, programmers in addition to advertisers volition live on able to purpose consumer information to do in addition to execute precise, targeted advertising campaigns to streaming customers. Comcast anticipates this volition increase electrical flow revenue streams in addition to opened upwards up novel ones for blockchain participants.
As Comcast Cable President of Advertising Marcient Jenckes said inward a statement:
Television advertising is an efficient in addition to effective means for marketers in addition to their agencies to achieve a large audience, yet today the means advertisers purpose insights to plan, purchase in addition to deliver advertising is limited. This novel technological approach would brand data-driven video advertising to a greater extent than efficient in addition to consumer information to a greater extent than secure. We’ll function amongst the participants inward this initiatory to ameliorate promotion planning, addressable targeting, execution in addition to measurement, to ultimately do fifty-fifty to a greater extent than value for the telly advertising industry.
Such data-driven advertising would elevate consumer privacy questions if undertaken amongst a traditional technological approach, but Comcast notes that the inherent security of blockchain engineering allows participants to “ask questions of” 1 another’s marketing information without beingness able to access it. Consequently, blockchain participants retain sole command of consumer information in addition to privacy settings on their ain systems.
Comcast plans to leverage its existing advertising relationships amongst Disney, NBCUniversal, Channel iv (UK), Cox Communications, in addition to others to prepare in addition to implement this technology. These partnerships, along amongst Comcast’s tremendous marketplace share, could Pb to blockchain-based advertising becoming measure usage inward the video streaming industry.
Other Corporate Blockchain Investments
Despite Morgan Stanley’s recent claim that blockchain engineering remains inward a “proof of concept” stage, corporations are increasingly turning to blockchain engineering to increase efficiency and security. Telecommunications behemoth AT&T recently acquired a patent to construct a Bitcoin-powered “decentralized in addition to distributed habitation subscriber server” device. Walmart submitted a patent application for a blockchain-based organisation that would track delivery drone shipments, likewise every bit a blockchain-based platform lawsuit designed to manage nutrient safety.
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