• by Steve McClellan  @mp_mcclellan, October 3, 2013

WPP’s The Data Alliance and FourthWall Media have struck a deal to jointly develop new TV audience measurement products utilizing data from set-top boxes and proprietary audience segmentation tools. The new products will analyze video audiences across multiple screens and platforms including broadcast, cable and the Internet.

Through its MassiveData unit, FourthWall provides set-top box data, metrics and analytics to ad agencies and marketers to help them plan their media strategies.

FourthWall aggregates second-by-second viewing data across a syndicate of participating operators reaching 4.7 million viewers across 3 million devices in 1.8 million homes.

Under the terms of the new partnership, The Data Alliance will “facilitate” MassiveData’s work with the WPP companies Kantar and KBM Group’s i-Behavior on next-generation products. The plan is to integrate FourthWall’s set-top box data with Kantar’s proprietary segmentation data base. GroupM agencies and Xaxis will have access to the new products as well.

“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,” stated Nick Nyhan, Chief Digital Officer of Kantar and Managing Director of The Data Alliance.

“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.”