Starcom partners with FourthWall to integrate set-top data into media buys

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." 

For more:
- read this Starcom press release
- read this Mediapost story

Related links:
Audience measurement evolves as broadcasters demand OTT, TVE metrics
Nielsen teams with Adobe, tries to finally get cross-platform measurement right
Online video ads cost 38 percent more than cable, report says

Suggested Articles

Altice USA is giving premium pay to its customer-interfacing employees during the coronavirus crisis, but not all cable technicians will qualify.

T-Mobile this week wrapped up the lengthy process of acquiring Sprint. With the deal done, the company may pick up where it left off on video.

The Hulu app is starting to roll out across the Comcast Xfinity X1 platform after last month showing up on the Xfinity Flex platform.