Comcast (CMCSA -0.9%), Charter Communications (CHTR +1.2%) and ViacomCBS (VIAC -3%, VIACA -2.1%) have come together in an agreement to split ownership of the Blockgraph platform.
That platform, which allows users to provide advertisers with de-identified insights for media planning and measurement, was incubated in Comcast's FreeWheel ad-tech unit with the idea that it would be a collaborative industry initiative.