Blockgraph
Secure TV advertising data collaboration
About
Launched in 2018 as a Comcast Cable Advertising initiative and jointly owned by Comcast NBCUniversal, Charter Communications, and ViacomCBS, Blockgraph is an industry-operated platform that enables media companies, MVPDs, and advertisers to match and collaborate on first-party audience data without transferring raw records between parties. The platform supports addressable advertising planning and measurement across linear TV, connected TV, and premium digital video inventory. Its OnDemand product provides self-serve first-party data onboarding. Blockgraph has partnered with VideoAmp for sales-outcome measurement and Datavant for healthcare advertising attribution.
Products
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Blockgraph OnDemand
— Empowers businesses to apply customer data and local context to TV campaigns and evaluate performance beyond impressions.
Customer sectors: local businesses, regional businesses, national businesses
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Instant Audiences
— Creates household-based TV audiences from simple descriptions with location and neighborhood context for premium TV activation.
Customer sectors: local businesses, regional businesses, advertisers
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Household Identity
— Provides a privacy-safe household foundation to make first-party data and proximity actionable across TV partners.
Customer sectors: advertisers, TV partners, data managers
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Audience Targeting
— Builds household-level TV audiences from customer data or selected local areas for precise campaign targeting.
Customer sectors: advertisers, agencies, marketers
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Proximity Intelligence
— Transforms store locations and neighborhood context into household-level audiences aligned with local purchasing behavior.
Customer sectors: retailers, local businesses, advertisers
Market research & competitive positioning
Source-backed TAM / SAM / SOM sizing, displacement analysis, and an interactive peer positioning map for Blockgraph — available to members.
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