• by Wayne Friedman , March 30, 2016

Cablevision Media Sales will expand the reach of its data analytics tools nationally -- beyond the New York-area market -- in a deal with FourthWall Media.

A unit of cable operator Cablevision Systems Corp. Cablevision Media Sales, brought in $38 million in sales for its fourth-quarter 2015 period and $32 million in sales for its third quarter. The unit also provides granular insights to programmers and brands, for advertising campaigns and programming issues.

FourthWall Media delivers census-level viewing, second-by-second data, viewer information coming from an estimated 2 million U.S. set-top-box households across 90 DMAs.

Paul Haddad, SVP/GM, Advanced Data Analytics for Cablevision Media Sales, stated the expanded set-top box data will help its advertisers and programming networks uncover new opportunities on a national level.

A year ago -- before the start of the national TV upfront market -- Cablevision Media Sales, announced a data-driven tool automating the planning of addressable and optimized linear TV advertising campaigns, called Total Audience Application (TAPP).

FourthWall’s set-top box data has been key for some companies, such as AOL, in looking to expand programmatic TV efforts. In addition, other companies. such as Visible World. use FourthWall data to deliver addressable TV ads, targeting TV set-top boxes.