Starcom MediaVest Group (SMG), the biggest of the global TV ad-buying giants, announced a new partnership with cable set-top data company FourthWall Media to integrate the latter's data into media purchasing campaigns.
Under the agreement, SMG will have access to, in its words, FourthWall's "anonymous, non-aggregated granular viewership data from millions of set-tops."
Security company Acxiom Safe Haven has been brought in to make sure the data's usage meets federal privacy guidelines.
FourthWall data will be integrated into SMG's proprietary planning and buying system, TARDIIS.
"As a longtime 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 optimize media," said Lisa Weinstein, president, global digital, data & analytics at SMG, in a statement. "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 optimization to our clients."
- read this Starcom press release
- read this Mediapost story
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