• by Joe Mandese  @mp_joemandese, February 5, 2015

Publicis’ Starcom MediaVest Group this morning will announce a deal with digital TV set-top data firm FourthWall Media that will enable the agency and its client to target TV users by matching their anonymized purchase data with the TV shows they watch.

The data will be processed through Big Data platform Acxiom in a way that ensures that consumer information remains anonymous and privacy compliant. SMG has a long-term agreement with Acxiom to utilize its Audience Operating System for integrating a variety of consumer data sets across various digital media, so the integration with TV audience data builds on that.

The companies described the data as “anonymous, non-aggregated granular viewership data from millions of set-top boxes,” and said it builds on a long history of developments by SMG to leverage non-traditional sources of TV audience information to plan and buy TV better.