Cable Show 2012: FourthWall Licenses Microsoft Set-Top Data

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FourthWall Media is licensing set-top box data and a report-processing system from Microsoft Advertising, and FourthWall will assume daily operations of Microsoft Advertising's set-top collection and analytics framework as part of its AdAim Network.

Also under the deal, Microsoft Advertising will continue to have access to an anonymous and aggregated source of set-top data for the purposes of targeted-advertising services.

FourthWall Media's Ad Aim Network collects real-time set-top data from digital cable homes and provides reports and analysis of viewer activity for all cable channels available within a participating system.

"The world of targeted television advertising and hyper-fragmented programming options for viewers is fast approaching," Bill Feininger, FourthWall's senior vice president of media measurement, said in a statement. "What will reassure advertisers and programmers alike is a large, complete, unassailable picture of usage among all of the viewing options. With the completion of this agreement, FourthWall has extended its set-top box data set and enhanced its ability to provide valuable insights on television media consumption."

In addition, through the Microsoft deal, cable operators participating in the AdAim Network will "receive a valuable tool to access viewership activity of their own, unique subscribers," Feininger said.

Dulles, Va.-based FourthWall Media provides EBIF technology for Cisco Systems, Motorola Mobility and tru2way set-top boxes and the network-based AirCommand gateway that connects external devices to digital cable set-top boxes. Customers and partners include Comcast Media Center, Time Warner Cable, Charter Communications, Bright House Networks, Rovi, Motorola Mobility and Dish Network.

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