Large Scale Granular Data for More Precise TV Optimization


Thursday, February 5, 2015

New York, NY, Chicago, IL & Dulles, VA (February 5, 2015) – 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.

"As a longtime believer in the power of set-top box data to transform TV, it is very exciting to have this kind of access to large scale granular data that can help our clients more precisely plan, place and optimize media," said Lisa Weinstein, President, Global Digital, Data & Analytics at SMG. “Our partnership with FourthWall will give us access to TV viewing data that will help complete a missing link in convergence attribution analytics and offer more precise TV optimization to our clients.” 

“SMG is the first agency to have access to granular television viewership data,” said Bill Feininger, President, MassiveData®, a division of FourthWall Media. “We continuously take in second-by-second viewing data on all channels from millions of set-top boxes. Being able to anonymously match set-top viewing data with target audience lists creates more precise targeting of television advertising. We can do this in a privacy-compliant fashion using Acxiom to match target audiences with their television viewing activity. We look forward to a productive relationship with SMG.”

“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.”


About FourthWall Media® (
FourthWall Media is a leading provider of platform technology for Cisco, Motorola, Pace, and tru2way set-top boxes and its products are in use by a broad range of U.S. cable operators. FourthWall’s MassiveData® division delivers data, metrics, and analytics that allow ad agencies, marketers, programmers and schedulers the ability to better predict consumer behavior, validate the predictions over time, and employ marketing dollars more effectively. MassiveData provides television data and audience analytics to a growing list of advertisers and media research companies. FourthWall Media’s corporate headquarters are in Dulles, VA. 

About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We believe experiences matter. They enhance lives and build brands. We bring brand experiences to life through SMG's three global award winning agency brands: MediaVest, Starcom and Spark. In 2014, SMG was named Media Network of the Year at the Cannes Lions International Festival of Creativity. SMG was also named Festival of Media Global Network of the Year for the second year in a row, and the fourth time in the last six years. Ranked the number one global media network in billings in the world by RECMA, SMG ( encompasses an integrated network of human experience strategists, investment specialists, content creators and digital & technology experts. With over 8,000 employees in 130 offices worldwide, SMG partners with the world's largest marketers including The Coca-Cola Company, P&G, Samsung, and Walmart, as well as new establishment brands including Spotify, Twitter and Airbnb. SMG is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], one of the world’s leading communications groups.

About Acxiom
Acxiom is an enterprise data, analytics and software-as-a-service Company that uniquely fuse trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. Please click here for more information on Acxiom China. And to access the global Acxiom webpage please visit:

FourthWall Media
John Totaro

Starcom MediaVest Group
Abby Dow

Acxiom Corporation
Ines Gutzmer