In the fifth episode of “Why Advertising Is Shifting to Local,” Alan Wolk sits down with Aleck Schleider, Chief Revenue Officer of Blockgraph, to talk about the innovations Blockgraph is working on around identity and data and how the company’s on-demand SaaS solution helps local advertisers.

Alan Wolk: Can you tell me your name and what you do?

Aleck Schleider: Alex Schleider. Hi, Alan. Good to see you. I'm the Chief Revenue Officer of Blockgraph.

Alan Wolk: What is Blockgraph?

Aleck Schleider: Blockgraph is a technology that allows media companies, brands, and measurement companies with their own identity and first-party data to create a universal household identifier, called the Blockgraph ID. This enables companies to work together safely and privately through peer-to-peer software architecture.

Alan Wolk: Is the Blockgraph ID attached to content like shows or commercials?

Aleck Schleider: It can be attached to content but is more commonly attached to the advertising side. We’re a joint venture, we’re owned by Comcast, Charter, and Paramount, and it allows for companies to create a common identity structure between their data assets.

Alan Wolk: What problems does Blockgraph solve?

Aleck Schleider: The main problem we solve is the reluctance of companies to send out raw data, such as household addresses, IP addresses, and email IDs. Blockgraph allows distributors and content owners to create pseudonymous identifiers, enabling them to work together without exposing raw data.

Alan Wolk: How does Blockgraph help advertisers reach audiences across different devices?

Aleck Schleider: While Blockgraph does not own any data, our software is used by about 50 customers. They can use Blockgraph to work cross-platform with advertisers. It supports linear television, addressable TV, and connected TV, allowing suppliers who know the customers to use their identifiers to work with advertisers across platforms.

Alan Wolk: What innovations are you working on around identity and data?

Aleck Schleider: As first-party data becomes more important, we are focusing on enabling better understanding and frequency management of households as a whole. This includes using sales data to understand media effectiveness and providing higher accuracy and match rates. We also see an increase in local and mid-tier businesses using their first-party data with our technxology.

Alan Wolk: How are local advertisers benefiting from Blockgraph?

Aleck Schleider: Local advertisers, who often have substantial first-party data, can use our cooperative on-demand SaaS solution to work with suppliers in a privacy-safe way. This streamlines their ability to use their data and participate in the market, just like national advertisers.

Alan Wolk: Can Blockgraph help with cross-platform measurement and identity?

Aleck Schleider: Yes, Blockgraph allows suppliers to identify households and associate various identifiers (like IP addresses and emails) with a single household ID. This cross-platform functionality is crucial for privacy and consent management, especially as privacy regulations evolve.

Alan Wolk: How does Blockgraph assist with contextual advertising?

Aleck Schleider: Although Blockgraph doesn’t own the data, our customers, such as premium publishers and broadcasters, have access to rich contextual data through set-top boxes, apps, and voice-enabled devices. Blockgraph enables these companies to use this data safely with partners and advertisers without transferring the raw data, thus maintaining privacy.