Blockgraph and TransUnion Partnering to Deliver Privacy-Focused Addressable Advertising Solutions to the Cross-Channel Video ...
March 04 2021 - 9:30AM
Blockgraph, an industry-owned and privacy-focused audience
connectivity, collaboration and authentication platform for media
companies, today announced that it is finalizing a partnership with
TransUnion (NYSE: TRU). Blockgraph will leverage TransUnion’s
growing portfolio of identity and data-driven audience solutions,
including privacy-focused identity, data modeling, audience
creation and activation solutions. Blockgraph also will utilize
data marketplace applications through TransUnion’s recent
acquisition of Tru Optik.
Blockgraph is owned by Comcast NBCUniversal,
Charter Communications, Inc. and ViacomCBS, Inc. and is committed
to creating a better, safer, and more sustainable advertising
ecosystem. Blockgraph’s platform infrastructure combined with
TransUnion’s persistent view of identity and comprehensive identity
and audience solutions, will put privacy first, helping usher in
the next phase of addressability and measurement at scale across
the convergent TV landscape.“TransUnion and Blockgraph will enable
the TV industry to take a big leap forward towards its convergent
future,” said Jason Manningham, CEO of Blockgraph. “By bringing
connectivity, efficiency, and transparency to an industry
challenged by fragmentation and lack of trust, we are taking
addressability and measurement to the next level at a critical
inflection point for the TV industry.”
Blockgraph provides the world’s leading
multi-system operators, TV publishers and advertisers with an open
platform to safely, securely, and transparently connect audience
data through a privacy-focused identity infrastructure that allows
each participant’s data to be used in a manner consistent with its
privacy and security policies. In doing so, Blockgraph technology
facilitates the ability for its participants to provide aggregated
and anonymized insights to clients, manage partnerships, and enable
measurement and addressability for an evolving convergent TV
advertising ecosystem.
“Connected TV and other digital video services
continue to grow in popularity, and marketers are increasing their
investments in these channels to extend their reach and improve
ROI,” said Matt Spiegel, EVP marketing solutions and media
vertical, TransUnion. “TransUnion supports the demands of the
connected consumer and the growing connected home by providing the
next generation of identity-enabled solutions to reach viewers in
an omnichannel, privacy-safe way. Our partnership with Blockgraph
will allow us to confidently deliver better addressable solutions
that meet marketer needs both today and going forward.”
“Combining Blockgraph’s privacy-first data
infrastructure with TransUnion’s identity solutions means we will
be able to deliver on the promise of cross-platform addressability
in the rapidly evolving convergent TV ecosystem,” said John Halley,
COO Advertising Revenue and EVP, Advanced Marketing Solutions at
ViacomCBS. “This new level of implementing data confidentiality
controls, combined with cross channel identity resolution,
targeting, and measurement is a win for consumers, our advertisers
and for the TV industry at large.”
About Blockgraph
Blockgraph is an industry-operated data and
insights platform that helps media companies and advertisers
securely and transparently collaborate to apply data across TV and
premium video inventory. With a commitment to creating a better,
safer, and more sustainable advertising ecosystem, Blockgraph
offers brand safe data solutions to advertisers, agencies,
publishers, distributors and their technology partners. Blockgraph
is owned by three of the largest media and video distribution
companies in the world: Comcast NBCUniversal, Charter
Communications, Inc. and ViacomCBS Inc. For more information,
please visit Blockgraph at www.blockgraph.co.
About TransUnion (NYSE:TRU)
TransUnion is a global information and insights
company that makes trust possible in the modern economy. We do this
by providing a comprehensive picture of each person so they can be
reliably and safely represented in the marketplace. As a result,
businesses and consumers can transact with confidence and achieve
great things. We call this Information for Good®.
A leading presence in more than 30 countries
across five continents, TransUnion provides solutions that help
create economic opportunity, great experiences and personal
empowerment for hundreds of millions of people.
www.transunion.com
Media Contact:Alexandra
Levy650-996-5758alex@siliconalley-media.com
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