FourthWall Media has expanded its MassiveData set-top measurement footprint to 4.7 million viewers, representing approx 3 million set tops in 1.8 million homes across the U.S. MassiveData collects census-level second-by-second usage data from cable ops for all of their channels deployed in system and combines it with proprietary data-mining and analytics technologies. FourthWall, which has been gradually making a name for itself as cable ops and programmers hunt for new measurement strategies, touts the result as “highly actionable and targeted data” allowing for greater utility of the data itself.
 
“From this panel, we have access to multiple television viewing datasets from viewers, devices, and households,” said Bill Feininger, GM, MassiveData and SVP, Media Measurement for FourthWall. “Armed with these datasets, MassiveData is able to provide new metrics and analytics to advertisers and their agencies, broadcast and cable networks, and cable system operators. The larger panel size we are announcing today will make our product that much more valuable.”
 

FourthWall CEO Tim Peters noted FourthWall’s work on last year’s presidential campaign as a prime example of how data collection can yield new metrics. “Beneficiaries were not only the candidate but the participating cable operators who saw their ad inventory become more valuable,” he said.

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