Recently, Comcast Cable, a major global media and technology company, announced it's planning to launch, inthe "Blockchain Insights Platform", in partnership with the major worldwide broadcast companies, such as NBC Universal, Disney, Channel 4 and Mediaset. The platform will be a space where marketers and broadcasters could share consumers data to build and execute addressable video advertising campaigns to Pay-TV customers and streaming device users.
During my Blockchain comcast class a couple days ago I noticed no one has ever heard about Blockchain and cryptocurrencies. Let's image this blockchain like a massive Excel sheet that operates in a decentralized network. Every cell within the sheet represents the transaction processes the data blockchain comcast involved in ; to transfer these data from user A to user B, they have to be first encrypted - changing electronic info or signals into a secret unique alphanumeric code - while the other part of this transfer process has to find the perfect key to decrypt blockchain comcast code - this second process is called "data mining" cause it is literally like mining the data cover the secret blockchain comcast to finally find the nucleus of the data - and complete the transaction.
In this process, the parties involved in blockchain comcast transaction process will directly interact and no central system will record the transaction, like a central database system. Each party have their own copy of the transaction record, that is the Excel sheet.
In other words, the Blockchain is a ledger, a balance sheet where every operation involving these data are recorded. In theory, this tool will let advertisers and broadcasters work together, with no need to be dependent on each other's data. Who owns the data could share its assets, enabling transparent and efficient access blockchain comcast these data without blockchain comcast them over to a third blockchain comcast, with the blockchain comcast goal of better assessing where to buy and direct their advertising campaigns.
Some marketers from a car company are looking to sell their new car models. Through the Platform, they could use consumers data collected by a broadcaster, ex. Mediaset, on its Pay-TV customers, to ask what TV blockchain comcast would yield the greatest return on ad spending, according to the preferences of the audience recorded by Mediaset. The data, within the Platform, are splitted in different segments, and each one of these segments is locked into a vault.
The broadcaster, who owns the data, will give to the marketers the key to access the vault blockchain comcast their interest. Then, They blockchain comcast enter the vault and choose a specific data segment that matches their requirements to build the advertising campaign, and send into the vault the marketing stack to execute the campaign. The main future of this technology is that consumers info will not be exposed, cause no data can leave the vault.
In fact, the marketers will anonimously match their data with the broadcaster's data, without giving up proprietary customers info.
At the end of the transaction process, marketers would be able to rate the effectiveness of the data, in much the same way that buyers rate sellers on eBay. The Blockchain Insights Platform Recently, Comcast Cable, a major global media and technology company, announced it's planning to launch, inthe "Blockchain Insights Platform", in partnership with the major worldwide blockchain comcast companies, such blockchain comcast NBC Universal, Disney, Channel 4 blockchain comcast Mediaset.
According to Marcien Jenckes, president of the advertising unit at the company: This new technological approach would make data-driven video advertising more efficient and consumer data more secure. Why this technology should be implemented in the video blockchain comcast campaigns? Nowadays, blockchain comcast planning an addressable advertising campaign there are only 2 ways to do it: How does the Blockchain Insights Platform work?
Let's do a quick example to understand the process. How do they access these data?