FourthWall Media has tapped former Nielsen Media Research executive Bill Feininger to lead its newly created Media Measurement unit as senior vice president.

In his new job, Feininger will be responsible for all aspects of advanced and interactive advertising research, including business planning, product management and strategic partnerships.

"If we could have invented someone for this job, we would have invented Bill Feininger," said FourthWall CEO Tim Peters. "Bill has proven himself as a thought leader in media measurement, and specifically in the area of set-top box audience measurement. FourthWall Media will benefit not only from his wealth of experience from his many years at Nielsen Media Research, but also his established relationships in the industry. Bill is a great addition and no doubt will be a huge asset as FourthWall helps shape the future of advanced advertising."

Prior to his 15 years with Nielsen Media Research, Feininger worked in an engineering capacity for a number of hardware and software companies. His membership in professional associations includes IEEE, the Society of Cable Telecommunications Engineers, CTAM and the Consumer Electronics Association, and he has been a contributor to ATSC/DASE (T3/S17), CableLabs and the Interactive Television Alliance.

“Harnessing set-top box usage is to television what the introduction of the bar code was to the supermarket," Feininger said. "Bar codes caused a sea change and afforded supermarkets the knowledge to better manage their own destiny. I want to ride this revolution in advanced television advertising, and I can think of no better company to join than FourthWall Media.”

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