Acxiom Safe Haven will also work with both companies to ensure all the data remains privacy compliant.

Starcom MediaVest (SMG) said that the partnership should lead to a more precise ratings system. It will incorporate second-by-second set-top box viewership data to help the media network with media allocation and cross-media attribution analytics.

With this agreement, SMG will integrate the FourthWall Media dataset with TARDIIS, its planning and buying platform, and its attribution analytics platform.

Lisa Weinstein, president, global digital, data & analytics at SMG, said: “Our partnership with FourthWall will give us access to TV viewing data that will help complete a missing link in convergence attribution analytics and offer more precise TV optimisation to our clients.” 

Bill Feininger, president, MassiveData, a division of FourthWall Media added: “Being able to anonymously match set-top viewing data with target audience lists creates more precise targeting of television advertising.”