Building on the trend for social media use in conjuction with TV viewing, 4C will help advertisers use social media engagement and other data sets to identify the best placements for brands on broadcast TV and cable networks available through WideOrbit’s WO Programmatic TV marketplace.

Ian Ferreira, executive vice-president programmatic at WideOrbit said: "Integrating 4C’s analytics with WideOrbit’s programmatic marketplace delivers a leap in TV audience targeting by introducing insights from social media to the buying process. We can offer buyers the ability to build media plans that combine the high engagement of social media with the reach and impact of television.”