Analytics Firms

Big Data has ushered in a new wave of innovative companies developing algorithms to find the right people for a given product or service, optimize the process of reaching them, and drive a specific behavioral outcome. These companies typically sit outside of the traditional television ecosystem and therefore need access to accurate viewership data on which to base their media and advertising analytics.

With reliable data, analytics companies can build sophisticated models to identify the most effective way to reach the right people for a product, service, or cause. And once the models are built, performance can be tracked over time and the algorithms can be further refined to achieve an unprecedented level of precision.

The most visible example of the power of television Big Data was the 2012 Obama presidential campaign. The Obama campaign assembled a talented analytics team that categorized voters broken up by topics of electoral interest.  Those voter categories were then matched to the programs they actually watched using television set-top box data. The campaign then targeted their messages accordingly.  Through optimization, the Obama campaign was able to air more commercials for less money while reaching their intended targets more precisely. TV Big Data allowed them to be more efficient and most importantly, more effective.


FourthWall’s MassiveData® division is the largest independent source of second-by second cable TV viewing data in the United States monitoring millions of set-top-boxes continuously. The data collected makes up the MassiveData TVPanel™ which provides granular, uncompiled, uncondensed tuning data across all channels fueling new cross-platform analytics. Analytics companies can ingest the TVPanel viewing data to identify patterns of interest based on the behavioral outcomes they want to drive.  Critical to this process is the ability to match the panel data to other datasets in a privacy-preserving way.


TVMatch™ makes the TVPanel even more meaningful by allowing it to be connected to external datasets while strictly preserving privacy. In conjunction with safe-haven data partners, Acxiom and Experian, TVMatch connects demographic and cross-platform data from a multitude of sources to the TVPanel’s second-by-second television viewing data. The result is a rich set of anonymized household viewing profiles.

A great example of the power of television analytics is in the area of Political advertising. Political campaign operatives have one goal – win the election. Second place is not an option.  Advertising dollars are precious to political campaign managers. And that same campaign has several or multiple platform messages they need to get out.

Operatives therefore need to target the right message to the right audience while at the same time maximizing efficiency. They need to verify their message ran when and where it was supposed to and quickly divert resources in response. This is critical with a fixed election date.  Make goods are not an option.

The TVPanel was tested in the combat of a presidential election in 2012 in which the Obama For America analytics team was able to use our viewership data to get out the vote, target the right message to the right voter, air more ads than their competitor for less money, and ultimately win the election as a result.

Our Customers

“Partnering with FourthWall Media to produce the Mavs Team Widget is great for us.
We believe in the future of interactive television.”

- Mark Cuban, Dallas Mavericks owner 
on building the Mavericks Team Widget

“The buyergraphic approach to media has quickly gained favor with advertisers who seek to drive revenue and improve the return of each and every dollar spent on advertising. We continue to invest in methodologies, new solutions and collaborate with innovative companies like FourthWall to improve the benefits of our offerings. The alliance with FourthWall provides better reliability, stability and predictability to our clients.”
Mike Nazzaro, CEO, Nielsen Catalina Solutions
“What our relationship with FourthWall Media allows is access to a large stream of near real time set top box data. This data stream can be matched with individual voter information allowing Smart Media to know what specific programs voters prefer to view and when. It’s truly a revolutionary step for Smart Media and the political media buying industry, one that will bring a high degree of certainty to the media planning and programming decisions we make on behalf of our clients.”
Kyle Roberts, CEO, Smart Media Group
“With paid media, there is a huge opportunity to use data to be more targeted and efficient. We can save our clients substantial sums of money by optimizing their media buys, which is especially important for donor-supported organizations. FourthWall is exciting because it will mean more granular data, a faster turnaround time for our clients, and greater access to our services for small organizations and down-ticket races.”
Derek Turner, Director of Media Analytics, BlueLabs
“AMG is pleased to have entered into this agreement with FourthWall Media. We leveraged set-top box data and DVR data in 2012 to reach our audience by placing the right ads on the right programs. With FourthWall’s dynamic and granular data we are offering the same capabilities to consumer marketers who have been clamoring for better insights into their target audiences along with better efficiency in their media buys.”
Chauncey McLean, Analytics Media Group (AMG) COO
“Television continues to be campaigns’ dominant communications medium, but it has typically been the least data-driven. Integrating FourthWall’s exclusive data with Deep Root’s unique blended media database will help campaigns target their paid media in a far more effective way than they had previously.”
Alex Lundry, Co-founder of DRA
“If you look at campaigns and issue advocacy pushes, TV spend will generally represent 50-80% of budget, and yet the status quo is a surprising inability to ensure our TV creative is effective, and an inability to truly target our buys to segments in our vote file. FourthWall data will allow us to talk to the different segments of voters we have always seen in our vote files, but unable to target effectively on TV.”
Brian Stobie, Partner at 0ptimus.
"Simulmedia will use FourthWall data in combination with multiple other data sources…… enabling us to improve the value of the television inventory. That FourthWall Media provides demographic as well as second-by-second set top box viewing data will be invaluable in helping Simulmedia's media inventory partners increase yield and drive incremental revenue."
Dave Morgan, Simulmedia's founder and CEO
“Being able to target the right message to the right home is the single biggest opportunity awaiting the television advertising industry. Cable operators further benefit as they use significant local inventory for marketing their own products to existing subscribers. In a study we recently completed, examining 144 cable operator marketing campaigns covering an 18 month period, we found that ads that targeted their message to the right subscribers got a 70% better conversion rate than their overall campaign results.”
Seth Haberman, CEO of Visible World
“EBIF is driving advanced applications and services that are important to consumers and to Charter. We’re pleased to have successfully deployed FourthWall’s EBIF platform to our customers with Cisco set-tops and to have achieved this important milestone. Concurrent and FourthWall Media were key to our successful deployment and delivery of a universal platform to advertisers and programmers.”
Jim Heneghan, President, Charter Media
Mar 29:
FourthWall is seeking full-stack Java Enterprise Edition software engineers.
Mar 29:
FourthWall Media is seeking a senior product manager to build cool TV analytics products.