Comcast’s Freewheel has relinquished full ownership of its peer-to-peer media data platform, Blockgraph. The initiative will now be jointly owned by Comcast, Charter and ViacomCBS, providing some credibility to its early appeal as an open, secure, and unbiased platform for sharing audience attribution insights. Why has this come about? Perhaps all three co-owners are getting sick of the inconsistencies and loopholes that plague audience attribution. So, standardized means of presenting attribution data that reflect the new video landscape are needed. As touched upon in a NAB Express roundtable last month, Nielsen’s archaic system is just not well suited to the diverse video advertising landscape. Blockgraph is a software platform created to aggregate, anonymize, and share audience attribution data. This data…