Broadcasters need ways to provide customer privacy while being able to target ads based on viewer interests and activities. To make this possible, Comcast has setup the Blockgraph peer-to-peer advertising platform allows viewers to protect and control their data. It also can provide trusted ad viewing metrics to advertisers. The Blockgraph system provides a secure, privacy-optimized “identity layer” which securely gathers user information. Broadcasters and publishers can target delivery of their ads use to these criteria without getting access to the user identifying information. The system can also track ad delivery details providing broadcasters with new ways to measure and optimize their advertising campaigns.