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.

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.