MassiveData is a new FourthWall Media division that combines TV viewing data with data-mining technologies to produce audience analytics aimed at helping advertisers and their agencies, cable networks and cable system operators. Comments Bill Feininger, GM/MassiveData and senior vice president/Media Measurement, "They can look at both historical performance as well as predict future relevance of programming for any given audience segment, and optimize their strategy based on this information.  They can also validate and refine their strategy as MassiveData continuously updates these datasets."

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