The News Gods remain on holiday but there's always blockchain. Comcast plans an early 2019 test with NBC Universal of its Blockgraph project, which lets addressable TV media companies and advertisers use blockchain-secured encrypted data to target ads without sharing personal identifiers. This doesn’t give any more control to consumers but it does limit how widely their information is spread.
On the other hand, Microsoft is testing a project that lets consumers view, control and possibly sell data that others have gathered about them, such as travel history gleaned from wireless highway tolls. It’s called “inverse privacy”. Blockchain isn’t mentioned but surely it’s in there somewhere.
Suspicious that talk about blockchain in marketing is overblown? HTF Market Report estimates the 2017 spend on blockchain in media, advertising and entertainment at a mere $30 million. It does project 82% annual growth, yielding $590 million by 2022. But even that seems low. A look at the report will cost you $2,350.
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