The rising of video streaming services such every bit Netflix, YouTube, as well as Hulu has forced video providers to rethink the traditional advertising model. Now, Comcast Cable is turning to blockchain engineering scientific discipline to facilitate a novel approach to premium video advertising.
Comcast Announces Blockchain Insights Platform
Comcast’s Advanced Advertising Group plans to operate its “Blockchain Insights Platform” to brand premium video advertising to a greater extent than efficient. Using the platform, programmers as well as advertisers volition hold out able to operate consumer information to do as well as execute precise, targeted advertising campaigns to streaming customers. Comcast anticipates this volition growth electrical flow revenue streams as well as opened upwardly up novel ones for blockchain participants.
As Comcast Cable President of Advertising Marcient Jenckes said inward a statement:
Television advertising is an efficient as well as effective means for marketers as well as their agencies to make a large audience, yet today the means advertisers operate insights to plan, purchase as well as deliver advertising is limited. This novel technological approach would brand data-driven video advertising to a greater extent than efficient as well as consumer information to a greater extent than secure. We’ll piece of occupation alongside the participants inward this inaugural to ameliorate advertising planning, addressable targeting, execution as well as measurement, to ultimately do fifty-fifty to a greater extent than value for the tv set advertising industry.
Such data-driven advertising would get upwardly consumer privacy questions if undertaken alongside a traditional technological approach, but Comcast notes that the inherent security of blockchain engineering scientific discipline 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 as well as privacy settings on their ain systems.
Comcast plans to leverage its existing advertising relationships alongside Disney, NBCUniversal, Channel iv (UK), Cox Communications, as well as others to educate as well as implement this technology. These partnerships, along alongside 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 scientific discipline remains inward a “proof of concept” stage, corporations are increasingly turning to blockchain engineering scientific discipline to growth efficiency and security. Telecommunications behemoth AT&T recently acquired a patent to cook a Bitcoin-powered “decentralized as well as distributed dwelling describe of piece of occupation solid 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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