Media giant Comcast Corporation, through its Comcast Cable Advertising division, will be releasing peer-to-peer platform Blockgraph, that allows companies to better control data shared with others. The service will initially be used \u201cin early 2019,\u201d according to a press release, with NBCUniversal testing its capabilities. Comcast sees the exchange of data becoming more efficient and secure, with the cutting out of a centralized third party that traditionally has been needed for preserving anonymity of data on consumer preferences. With Blockgraph, two parties could exchange the information directly with each other while maintaining user privacy. The company also said that additional insights could be gleaned by the matching of certain attributes with encrypted identifiers. Blockgraph General Manager Jason Manningham said, \u201cThe TV community needs to ensure that we can compete with the data capabilities of digital-first companies. We understand that providing a safe way to protect data while benefitting from collective insights is the path forward.\u201d Comcast is already in discussions with other companies for later rollouts of the service. One such company is Viacom, which actually participated in the early development of Blockgraph. Viacom Executive Vice President Kern Schireson said, \u201cViacom has long been committed to advancements in television advertising and industry collaboration to deliver better ads for clients and enhance the consumer experience,\u201d adding that partnering with Comcast will \u201cfacilitate the valuable exchange of data insights as a necessary catalyst to scale our collective capabilities.\u201d\u201d Spectrum, through its advertising sales division Spectrum Reach, has also been involved in the project. Its president David Kline said, \u201cIt\u2019s imperative that the use of data prioritizes the privacy of consumers\u2019 personal information... We support this initiative believing it will help set the standard for secure information sharing in the years to come.\u201d Paola Colombo of Pubitalia, the advertising unit of partner Mediaset from Italy, said that Blockgraph \u201cwill allow us to compete more effectively as a medium, while simultaneously delivering more value to our advertising clients.\u201d Comcast Cable Advertising President Marcien Jenckes said Blockgraph was meant to be an industry-wide initiative. \u201cWe believe that when advanced data capabilities are paired with TV and premium video\u2019s awareness and engagement advantages, results will be difficult to beat,\u201d he said. Comcast had previously joined a consortium along with the Walt Disney Company for the development of the Blockchain Insights Platform for advertisers.