Collective will gain access to FourthWall's TVMatch product, which identifies “customized” television audience segments from demographic and purchase intent data.
Collective will use FourthWall’s second-by-second set-top-box data for its VISTO advertising system and its Audience Engine digital advertising products.
For two years, the two companies have worked together for advertisers on audience segmentation. FourthWall set-top-box viewing data comes from about 2 million U.S. households in 90 markets.
Recently, FourthWall made a deal with New York-based Cablevision Media Sales for its set-top data, which expands sales efforts more U.S. markets.
Bill Feininger, president of FourthWall Media, told Media Daily News that the deal with Collective will extend further: “Attribution will become part of this as they create their own custom segments.”