AOL Bolsters Programmatic TV Targeting With FourthWall Media
FourthWall Media's second-by-second set-top box viewing information from approximately two million US households across 90 DMAs now available through AOL's video buying platform
NEW YORK and DULLES, Va.(23 Mar 2015)
AOL (NYSE: AOL) and FourthWall Media today announced an expanded licensing agreement that provides for a wider, more granular pool of data for targeted television advertising. AOL was the first to onboard FourthWall Media's data in 2011 and a larger set, which includes viewer information from approximately two million US households across 90 DMAs, will be available through AOL's video buying platform.
"Data and the activation of data through automated platforms is at the center of our strategy, particularly in television," said Dan Ackerman, Head of Programmatic TV at AOL Platforms. "We are thrilled to expand our partnership with a key data partner in FourthWall Media, providing raw, second-by-second, matchable viewing data to enable more narrowly targeted brand messages within TV programming and ultimately drive measureable business outcomes."
AOL's open approach to data allows for critical partners like FourthWall Media to provide a more complete assessment of viewing patterns to better correlate spend recommendations for advertisers.
AOL does this through a patented viewership scoring metric, tRatio, which is integrated into its video buying platform and identifies how precisely targeted each TV network, daypart and program is to the marketer's customer target and predicts consumer responsiveness. The platform has scored more than 183 million media assets since 2010, assessing the relevancy of those media assets to advertisers who want to better align their television investments with their business goals.
"Set-top box viewing data is quickly becoming the new currency of the television advertising world; AOL understood this early on as the first to onboard our data," said Bill Feininger, President of MassiveData®, a division of FourthWall Media. "Granular second-by-second, raw, television viewing data that is matchable in a privacy-compliant fashion, will enable AOL to expand its ability to match an advertiser's target list to their actual viewing activity. We are pleased to have entered into this agreement with AOL."
About AOL Platforms
AOL Platforms enables the world's top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is a global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online.
For more information about AOL Platforms, please visit www.aolplatforms.com.
About FourthWall's MassiveData Division
FourthWall's MassiveData division delivers viewership and set-top box diagnostics data, reports, analytics, and advanced advertising to television stakeholders and innovators who need to target the right audience with the right message. MassiveData, the largest independent provider of second-by second set-top box data, enables actionable messaging, measurement, insights and intelligence for cable television operators, programmers, agencies, advertisers, researchers, and analytics firms. Unlike traditional measurement companies, MassiveData leverages FourthWall Media relationships with cable operators along with embedded device-level expertise that allows the collection and processing of ultra-precise television viewership data. FourthWall Media is headquartered in Dulles, VA. http://www.fourthwallmedia.tv