Comcast, an American telecommunications company, has announced its plans to commercially offer Blockgraph, its blockchain solution, in 2019.

According to the company, its Cable Advertising division has started with the next phase of its blockchain software development. Blockgraph is a platform designed to protect personal data and securely share information. Comcast has aligned with Viacom and Spectrum Reach, a advertising sales company, to complete the blockchain project.

Reportedly, Blockgraph will provide an ‘identity layer’ for the TV industry which will enable media companies to share non-identifiable audience data. The platform aims at enhancing the efficiency of TV services.

David Kline, president of Spectrum Reach, has commented that the use of consumers’ data makes it essential to consider the privacy of their personal information. He added that Blockgraph’s technology will give improved security and privacy protections by enabling the TV ecosystem to directly share insights obtained from aggregated information.