FourthWall and WPP Tie US TV Data Deal

Set-top box viewing data provider FourthWall Media has partnered with WPP's data practice, The Data Alliance, to provide US television audience data to WPP agencies Kantar Media and KBM Group's i-Behavior.

Launched in 2010, The Data Alliance taps into experts from the wider WPP network of market researchers and specialists in CRM, media and digital technology to deliver a perspective on what data exists and how it can be used by WPP clients.

FourthWall's MassiveData unit will now work with the division to integrate second-by-second data from millions of set-top boxes with Kantar Media's proprietary segmentation system, and add i-Behavior's database expertise.

Nick Nyhan (pictured), Chief Digital Officer of Kantar and MD of The Data Alliance, comments: 'We are helping our clients connect with the right audiences regardless of platform. Data partnerships such as this enable us to extend reach across platforms and we are pleased to integrate FourthWall's television viewing data with Kantar Media and i-Behavior's expertise.'

Web sites: www.dataalliance.com and www.fourthwallmedia.tv .