Blockgraph

The business centres on providing a permissioned identity and data-collaboration layer for TV and CTV advertising. It creates value by transforming first-party subscriber data from TV and streaming distributors into a privacy-preserving household identifier and enabling controlled audience matching, activation and measurement workflows across participants in the network. Enterprise customers typically deploy a dedicated node (often in their cloud environment) that connects to the wider network and uses Blockgraph’s identity graph, APIs and AI tools for deterministic household-level targeting and measurement. Additional value is created via self-service audience-building tools that make it easier for smaller buyers to access activation-ready TV audiences without complex integrations, and by reducing or eliminating traditional per-transaction data onboarding fees for participating partners.

Blockgraph is a US-based joint venture owned by Comcast, Charter and Paramount (ViacomCBS) that provides a privacy-centric identity and data collaboration platform for converged TV and connected TV advertising. Its platform generates a deterministic household identifier from first-party subscriber data and enables TV distributors, publishers and advertisers to create, match and activate TV audiences without exposing raw consumer data.

The company operates a node-based, enterprise software model where customers either run their own node in the permissioned network or use managed services. It also offers self-service tools, including an AI-driven audience-creation product and a hosted portal for quicker onboarding. Customers primarily include TV and streaming distributors, broadcasters, advertisers, agencies and measurement partners seeking deterministic TV audience identity, activation and measurement at household level.