FourthWall to assume Microsoft Advertising collection, reporting

Interactive TV widget vendor FourthWall Media announced a technology license agreement with Microsoft Advertising (Nasdaq: MSFT) under which its FourthWall AdAim Network will take over daily operation of Microsoft Advertising's set-top box collection and analytics framework.

FourthWall will license a set-top box data collection and report processing system from Microsoft Advertising, and in return, Microsoft Advertising will continue to have access to an anonymous and aggregated source of set-top data to support its aims for targeted advertising, a market opportunity which has been simmering for several years, but may finally be ready to sizzle.

For example, FourthWall recently announced that cable TV operator Charter Communications (Nasdaq: CHTR) will use some of its interactive TV advertising solutions to serve about 800,000 homes. Despite the shutdown of industry joint venture Canoe's interactive advertising efforts, such deals could be evidence that cable TV operators are ready to pursue their own interactive advertising ambitions.

Dulles, Va.-based FourthWall is primarily a vendor of interactive EBIF-based applications, including interactive targeted ad widgets, but it also has its Ad Aim Network product, which collects real time set-top box data from digital cable homes within their participating footprint, and supplies reports and analysis of this activity for all cable channels available within a participating system.

For more:
- see this release

Related articles
FourthWall announced the Charter deal in April
Canoe Ventures' ended its interactive ad efforts
FourthWall has worked with Knology and others

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