Starcom MediaVest Group, FourthWall Media and Acxiom Partner for ID-level purchaser attribution analytics.

February 6, 2015

1 Min Read

NEW YORK CITY, CHICAGO & DULLES, Va. -- Starcom MediaVest Group (SMG), the No. 1 ranked global media network in billings according to RECMA, and FourthWall Media®, the largest independent source of cable set-top box data, today announced a partnership granting agency access to anonymous, non-aggregated granular viewership data from millions of set-top boxes from FourthWall Media. Acxiom Safe Haven™ will work with both companies to insure that all data remains privacy compliant.

This partnership looks to advance television’s ability to become more precise by harnessing the power of set-top box data to do more than improve the current ratings system. It builds on SMG’s pioneering work in the advanced television space to incorporate second-by-second set-top box viewership data to power media allocation and optimization, as well as sophisticated cross-media attribution analytics. With this agreement, SMG will integrate the FourthWall Media dataset with TARDIIS, its planning and buying platform, and its multi-touch attribution analytics platform, to help clients benefit from maximized budget efficiency and more precise consumer experiences.

“This is a very exciting move toward leveraging data for more precision around media planning and optimization,” said Dana Hayes, Group Vice President of Partner Development at Acxiom. “Acxiom Safe Haven™ capability replaces personally identifiable information with an anonymized one-way hashed ID to ensure privacy regulations are upheld while supporting expanded analytics. This unique approach is vital to ensure that the matching of target audiences and subscribers with their television viewing activity is done in a privacy-compliant fashion. Acxiom has decades of leadership in the secure and ethical use of data, and we are thrilled to make a contribution to advance audience engagement which ultimately results in better brand experiences.”

Starcom MediaVest Group

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