Building and controlling access to a detailed profile of a consumer, including: generating the detailed profile of the consumer using a blockchain-based media ledger; enabling the consumer to subscribe to an advertisement network to control the access to the detailed profile of the consumer; recording consumptions and transactions of the consumer in the advertisement network as a media consumption history of the consumer; and ingesting the media consumption history into the blockchain-based media ledger. Keywords include blockchain, advertising, cryptographic token, and customer data.