AOL Taps FourthWall Data For Ad Targeting

AOL Optimizes Programmatic Platform With STB Viewing Info
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AOL said it has struck an expanded licensing deal with FourthWall Media that will enable it to tap into second-by-second set-top box for targeted TV advertising.

AOL said it began to onboard FourthWall data in 2011, and will now include a larger set of information from about 2 million U.S. homes across 90 DMAs (designated market areas) that it will apply to its programmatic video buying platform.  AOL said that data will enable it to provide a more complete assessment of viewing patterns to better correlate spend recommendations for advertisers.

“Data and the activation of data through automated platforms is at the center of our strategy, particularly in television,” said Dan Ackerman, head of Programmatic TV at AOL Platforms, in a statement. “We are thrilled to expand our partnership with a key data partner in FourthWall Media, providing raw, second-by-second, matchable viewing data to enable more narrowly targeted brand messages within TV programming and ultimately drive measureable business outcomes.”

“Set-top box viewing data is quickly becoming the new currency of the television advertising world; AOL understood this early on as the first to onboard our data,” added Bill Feininger, president of FourthWall’s  MassiveData unit. “Granular second-by-second, raw, television viewing data that is matchable in a privacy compliant fashion, will enable AOL to expand its ability to match an advertiser’s target list to their actual viewing activity. We are pleased to have entered into this agreement with AOL.”

AOL and FourthWall are just the latest to announce a deal that links more data to automated, programmatic-style TV advertising systems.  Earlier this month, AudienceXpress, the programmatic TV unit of Visible World, announced it would integrate Rentrak’s TV viewing data information.

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