NEWS3 October 2013

FourthWall Media teams up with WPP firms

Data analytics North America

US — Cable set-top box viewing data provider FourthWall Media is to work with WPP agencies to deliver cross-channel advertising campaigns and extend the reach and frequency of client campaigns.

Facilitated by WPP company The Data Alliance, FourthWall Media’s MassiveData division will work with Kantar Media and KBM Group’s i-Behavior on next-generation products, which are already being used by the WPP agencies GroupM and Xaxis.

Through the partnership, GroupM agencies will have the capability in strategy and planning to leverage the reach and frequency of campaigns across web and tv platforms, as well as the ability to execute against the strategy through Xaxis and its profiles.

Nick Nyhan, chief digital officer of Kantar and managing director of The Data Alliance said: “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.”