Blockgraph provides a privacy-centric identity operating system that enables TV distributors, publishers, and advertisers to implement identity-based targeting and measurement solutions for converged TV advertising. The platform addresses the challenges of audience reach and measurement in a fragmented media landscape by facilitating secure data collaboration through a universal household identifier and a flexible data activation platform.
Funding
Funding not disclosed
Founders
Product
Problem
The fragmented TV landscape makes it difficult for advertisers to reach target audiences and accurately measure campaign performance across different platforms. Traditional data onboarding solutions often involve transactional matching fees and unnecessary data hops, increasing complexity and cost. Furthermore, privacy concerns limit the ability to effectively collaborate and share data between TV distributors, publishers, and advertisers.
Solution
Blockgraph provides an identity operating system that enables secure data collaboration for converged TV advertising. The platform utilizes a universal household identifier derived from first-party subscriber data, employing a privacy-centric approach. This allows TV distributors, publishers, and advertisers to implement identity-based targeting and measurement solutions while adhering to data policies. Blockgraph's platform facilitates direct partnerships, eliminating unnecessary intermediaries and reducing costs associated with traditional data onboarding.
Target Audience
Blockgraph's primary customers include TV distributors, publishers, advertisers, and data companies operating in the converged TV advertising space.
Features
- Universal census-level household identifier derived from first-party subscriber data
- Privacy-centric data collaboration and activation platform
- Permissioned data usage control based on business and data policies
- Authentication of real audiences at scale through connections with identity services, distribution channels, and viewership data
- Near real-time audience matching and sharing
- Direct partnerships for audience activation and measurement
- Blockgraph OnDemand: A self-serve first-party data onboarding solution