Starcom MediaVest partners with FourthWall for STB data

DetailsMichelle Clancy | 07 February 2015

Starcom MediaVest Group (SMG) has inked a deal with FourthWall Media to access anonymous, non-aggregated granular viewership data from across a range of set-top boxes.

Meanwhile, Acxiom Safe Haven will work with both companies to ensure that all data remains privacy-compliant.

SMG will integrate the FourthWall Media dataset with TARDIIS, its advertising planning and buying platform, and its multi-touch attribution analytics platform. So, the partnership incorporates real-time set-top box viewership data from Fourthwall to power media allocation and optimisation, as well as cross-media attribution analytics.

"As a long-time believer in the power of set-top box data to transform TV, it is very exciting to have this kind of access to large-scale granular data that can help our clients more precisely plan, place and optimise media," said Lisa Weinstein, president of global digital, data and analytics at SMG.

"Our partnership with FourthWall will give us access to TV viewing data that will help complete a missing link in convergence attribution analytics and offer more precise TV optimisation to our clients."