While online advertising continues to gain ad spending share, TV still takes a big slice of the pie given the significant portion of consumer time spent with the media. Perhaps that’s why ad firms like WPP are seeking some help from FourthWall, which provides cable set-top viewing data, to improve ad effectiveness. Under a partnership agreement, WPP’s unit Data Alliance will collaborate with FourthWall’s MassiveData division on US TV viewership data, in order to plan and offer cross-channel ad campaigns and extend the reach and frequency of campaigns.
 
MassiveData will provide audience segments from second-by-second data, which integrate with WPP company Kantar Media’s proprietary segmentation and i-Behavior database to model viewing data into addressable online audiences. “This partnership again proves the strong value of Return Path Data (RPD), which provides second-by-second measurement of television viewing behavior,” said Bud Breheney, Chief Commercial Officer at Kantar Media. “Through leveraging RPD’s granular analytics capabilities, we will bring powerful new capabilities to marketers that will allow them to maximize results from their advertising campaigns.” 
 
“We are helping our clients connect with the right audiences regardless of platform and this is enhanced when the digital strategy integrates data from other platforms into proprietary WPP datasets,” said Nick Nyhan, Chief Digital Officer of Kantar and Managing Director of The Data Alliance.  “Data partnerships such as this enable us to extend reach across platforms and we are pleased to integrate FourthWall’s television viewing data with Kantar Media and i-Behavior’s expertise.”  
 
“MassiveData has a large, actionable TV viewing behavior database with extensive demographics and audience segments,” said Bill Feininger, GM, MassiveData and SVP, Media Measurement for FourthWall.  “We are excited to bring the power of TV tuning insights to cross-platform advertising initiatives.” 

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