AOL expands FourthWall data for targeted ads

DetailsMichelle Clancy | 24 March 2015

AOL and FourthWall Media have announced an expanded licensing agreement that provides for a wider, more granular pool of data for targeted television advertising.

AOL was the first to onboard FourthWall Media's data in 2011, and now a larger set, which includes viewer information from approximately two million US households across 90 DMAs, will be available through AOL's video buying platform.

"Data and the activation of data through automated platforms is at the centre of our strategy, particularly in television," said Dan Ackerman, head of programmatic TV at AOL Platforms. "We are thrilled to expand our partnership with a key data partner in FourthWall Media, providing raw, second-by-second, matchable viewing data to enable more narrowly targeted brand messages within TV programming and ultimately drive measureable business outcomes."

AOL has a patented viewership scoring metric, tRatio, which is integrated into its video buying platform and identifies how targeted each TV network, day part and programme is to the marketer's customer target and predicts consumer responsiveness. The platform has scored more than 183 million media assets since 2010, assessing the relevancy of those media assets to advertisers who want to better align their television investments with their business goals.

"Set-top box viewing data is quickly becoming the new currency of the television advertising world; AOL understood this early on as the first to on-board our data," said Bill Feininger, president of MassiveData, a division of FourthWall Media. "Granular second-by-second, raw, television viewing data that is matchable in a privacy compliant fashion, will enable AOL to expand its ability to match an advertiser's target list to their actual viewing activity. We are pleased to have entered into this agreement with AOL.