Blockchain technology will now be used to secure data for advanced TV advertising, according to an industry initiative pushed by Comcast Cable Advertising, along with Viacom and Charter Communications’ Spectrum Reach advertising unit.

Comcast is also working with its NBCUniversal unit to test its Blockgraph software, with plans to fold it into an addressable offering in early 2019. Comcast says additional media companies and MVPDs (multichannel video program distributors) will be named soon.