TV ad targeting is becoming ever more precise, with a new integration between NBCUniversal and Blockgraph the latest piece in the puzzle.

The pair are today announcing they are collaborating to support more efficient matching of their respective first-party data sets.

Blockgraph CEO Jason Manningham has previously told Beet.TV the company aims to help activate audience across access points. “This has got to act like digital, but really be for the TV industry,” he says, in this 2022 interview we are republishing today.

As per the new announcement, ad buyers and measurement agencies will be able to use first-party data for targeting, planning, measurement and attribution. The pair-up involves campaigns across NBCUniversal’s One Platform footprint and using its NBCUnified first-party system.

Originally set up in 2017 by Comcast’s FreeWheel, an NBCUniversal sibling, to help advertisers go around third-party tech platforms to develop insights, Blockgraph was spun out and born as a joint venture among Comcast, ViacomCBS (now Paramount Global) and Charter’s Spectrum Reach.

Blockgraph’s IDoS (identity operating system) supports cryptographically-dependent, privacy-compliant profile matching.