FourthWall beefs up data/analytics platform
FourthWall Media has added some heft to its MassiveData television viewership platform that delivers data and analytics from pay-TV viewers.
MassiveData, which FourthWall launched last year, will bring the total number of viewers who provide set top box data to 4.7 million. Those viewers use three million cable television devices and reside in 1.8 million homes across the United States.
MassiveData collects census-level second-by-second usage data from traditional cable operators for all of their channels deployed in system and combines it with proprietary data-mining and analytics technologies. With subscriber metrics in hand, FourthWall can provide cable operators, advertisers, ad agencies and programmers with precise information for targeted or addressable ads.
"MassiveData's television viewing panel is the largest independent source of cable viewing data," said Bill Feininger, general manager, MassiveData and senior vice president, Media Measurement for FourthWall. "From this panel, we have access to multiple television viewing datasets from viewers, devices, and households. The larger panel size we are announcing today will make our product that much more valuable."
FourthWall’s products and technology are distributed through partnerships with Comcast Media Center, Time Warner Cable, Charter Communications , Bright House Networks, Rovi, Motorola Mobility, Dish Network, and several smaller operators. It also provides platform technology for Cisco, Motorola , Pace and tru2way set-top boxes and its cloud-based AirCommand gateway  that connects external devices to digital cable set top boxes.