FourthWall Media announced a technology licence agreement with Microsoft Advertising whereby FourthWall will license a set top box data collection and report processing system from Microsoft Advertising. FourthWall will assume daily operations of Microsoft Advertising’s set top box collection and analytics framework as part of the FourthWall AdAim Network. In return, Microsoft Advertising will continue to have access to an anonymous and aggregated source of set top data for purposes of advertising targeting services.
FourthWall Media’s Ad Aim Network product collects real time set top box data from digital cable homes within their participating footprint. AdAim Network also provides reports and analysis of this activity for all cable channels available within a participating system.
“The world of targeted television advertising and hyper-fragmented programming options for viewers is fast approaching,” said Bill Feininger Senior Vice President, Media Measurement. “What will reassure advertisers and programmers alike is a large, complete, unassailable picture of usage among all of the viewing options. With the completion of this agreement, FourthWall has extended its set top box dataset and enhanced its ability to provide valuable insights on television media consumption. In addition, cable operators participating in the AdAim Network receive a valuable tool to access viewership activity of their own, unique subscribers.”