Comcast’s Advanced Advertising Group announced that it is developing a new ‘Blockchain Insights Platform’ that is aimed to improve the efficiency of premium video advertising.

The blockchain platform will enhance planning, targeting, execution, and measurement across screens. Comcast has partnered with media giants NBCUniversal, Disney, Altice USA, Channel 4 (UK), Cox Communications, Mediaset Italia and TF1 Group (France) for the blockchain initiative.

The announcement was made at the Cannes Lions in Cannes, France, and the Blockchain Insights Platform is intended to formally launch in 2018. The company is also in discussions with other programmers, distributors, device makers and marketers from the U.S. and Europe.

“Television advertising is an efficient and effective way for marketers and their agencies to reach a large audience, yet today the way advertisers use insights to plan, buy and deliver advertising is limited,” Marcien Jenckes, President, Advertising, Comcast Cable, said. “This new technological approach would make data-driven video advertising more efficient and consumer data more secure. We’ll work with the participants in this initiative to improve ad planning, addressable targeting, execution and measurement, to ultimately create even more value for the television advertising industry.”

Blockchain Insights Platform characteristics include consumer privacy, where each blockchain participant’s data would stay in their own systems and they would continue to manage the protection and privacy of their users. The technology includes a series of encryption and rights management layers that would result in a system that lets blockchain participants in the platform ask questions of each other’s data without having to access or take possession of anyone else’s data to get their marketing questions answered.

Comcast’s Advanced Advertising Group has developed platforms and technologies in order to create simplified solutions that benefit Comcast Cable, distributors, programmers, agencies and advertisers from the U.S. and Europe. The company said that it will collaborate with other media giants to develop the Blockchain Insights Platform.