Data Alliance partners with FourthWall to extend ad buying from TV to Web video

Michelle Clancy | 04-10-2013

The Data Alliance and FourthWall Media, an independent source of cable set-top box viewing data, have announced a partnership to collaborate on data-driven marketing solutions that optimise advertising effectiveness.

Under the terms of the partnership, The Data Alliance will facilitate FourthWall's MassiveData division to work with the WPP companies Kantar Media and KBM Group's i-Behavior on next-generation products, which are already being used by the WPP agencies GroupM and Xaxis.
According to GroupM's forecasts, approximately 49% of US advertising investment is spent on television. With this new partnership, agencies and marketers can extend their TV buying plans to the Web.
MassiveData provides audience segments from second-by-second data from millions of set-top boxes, which integrate with Kantar Media's proprietary segmentation and i-Behavior database expertise to model viewing data into addressable online audiences. The resulting solution combines the precision of online marketing with the engagement and reach of TV.
"We are helping our clients connect with the right audiences regardless of platform and this is enhanced when the digital strategy integrates data from other platforms into proprietary WPP datasets," said Nick Nyhan, chief digital officer of Kantar and managing director of The Data Alliance. "Data partnerships such as this enable us to extend reach across platforms and we are pleased to integrate FourthWall's television viewing data with Kantar Media and i-Behavior's expertise."