FourthWall Media creates MassiveData division

FourthWall Media has unveiled MassiveData, a new division that combines television viewing data with data-mining technologies to produce audience analytics for television.  The new division will deliver a suite of products and services aimed at helping its customers form more effective marketing and advertising strategies by finding the precise audiences they want to reach.

“MassiveData provides advertisers and programmers with an amazing array of tools based on the valuable datasets we have,” said Bill Feininger, GM, MassiveData and SVP, Media Measurement for FourthWall.  “They can look at both historical performance as well as predict future relevance of programming for any given audience segment, and optimise their strategy based on this information.  They can also validate and refine their strategy as MassiveData continuously updates these datasets.”

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