Blockgraph Wants Campaigns to Stop Buying Segments and Start Building More Complete Audiences

A TV audience should be built the way a political campaign actually thinks rather than assembled from off-the-shelf demographic segments. “Audience creation reimagined” is the pitch from Blockgraph, according to Aleck Schleider, the company’s CRO.

In an interview with Campaigns & Elections, Schleider walked through Blockgraph OnDemand, a self-serve path for agencies and data owners to match first-party data against TV and streaming partners. Registration runs about 10 fields with onboarding measured in minutes or hours.

The architecture is peer-to-peer and deterministic: address-based files resolve to a household ID and move directly to partners. Owned by Comcast and Charter Communications, Blockgraph also works with political data providers, including L2 and Data Trust.

Watch the full interview above for Schleider’s take on the state-by-state privacy regulatory patchwork industry professionals now have to deal with and what it means for down-ballot advertisers.