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 “in early 2019,” 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, “The 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.” 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, “Viacom has long been committed to advancements in television advertising and industry collaboration to deliver better ads for clients and enhance the consumer experience,” adding that partnering with Comcast will “facilitate the valuable exchange of data insights as a necessary catalyst to scale our collective capabilities.”” Spectrum, through its advertising sales division Spectrum Reach, has also been involved in the project. Its president David Kline said, “It’s imperative that the use of data prioritizes the privacy of consumers’ personal information... We support this initiative believing it will help set the standard for secure information sharing in the years to come.” Paola Colombo of Pubitalia, the advertising unit of partner Mediaset from Italy, said that Blockgraph “will allow us to compete more effectively as a medium, while simultaneously delivering more value to our advertising clients.” Comcast Cable Advertising President Marcien Jenckes said Blockgraph was meant to be an industry-wide initiative. “We believe that when advanced data capabilities are paired with TV and premium video’s awareness and engagement advantages, results will be difficult to beat,” he said. Comcast had previously joined a consortium along with the Walt Disney Company for the development of the Blockchain Insights Platform for advertisers.