Blockgraph -- a platform providing aggregated, anonymized data for advanced advertising deals - has struck a deal with U.S. consumer insights company TransUnion for a focus on identity data and solutions.
The deal will further addressable advertising -- which targets specific audiences as well as measurement -- across growing connected TV video inventory as well as the cross-channel video marketplace, Blockgraph says.
Blockgraph intends to partner with TransUnion on “privacy-focused” efforts around identity. The company has a large database of more than 1 billion global consumers, as well 200 million files “profiling nearly every credit-active consumer in the U.S.”
In addition, Blockgraph will get access to data-driven audience information, “data modeling, audience creation and activation solutions.” It also will use data applications through TransUnion’s Tru Optik unit.
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Blockgraph says the deal will help further the TV industry towards a “convergent future."
John Halley, COO of advertising revenue and executive vice president of advanced marketing
solutions at
ViacomCBS, stated: “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.”
Blockgraph, originally based on blockchain technology, enables a marketer’s first-party data to be matched directly to a media company's data -- which in turn can be passed to ad management platforms. Comcast Corp., Charter Communications and ViacomCBS own the company.