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Comcast collaborates with Viacom, others on Blockgraph software

Comcast Corp.'s advertising division launched the next phase of Blockgraph, a blockchain-enabled software that aims to allow TV and media companies to safely activate data at scale.

The newly launched peer-to-peer platform allows participants to protect and control their data, while benefiting from the shared insights of the entire user network, according to a Dec. 21 news release.

Comcast Cable Advertising is working with industry partners, including Viacom Inc. and Charter Communications Inc.'s Spectrum Reach, to help shape the initiative. Comcast subsidiary NBCUniversal LLC is testing the platform's capabilities, with an aim of incorporating it into its addressable TV offering in early 2019.

"We understand that providing a safe way to protect data while benefitting from collective insights is the path forward. And we believe Blockgraph offers that path," Jason Manningham, general manager of Blockgraph said in a statement.