The Data Alliance and FourthWall Media are collaborating to...
The Data Alliance and FourthWall Media are collaborating to create cross-channel advertising campaigns, said the companies in a news release Wednesday (http://bit.ly/19ZkHiH). The Data Alliance is owned by the WPP Group, a multinational advertising and public relations company, and data…
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management accounts for $4 billion of WPP’s revenue of $16.5 billion, said the companies. The Data Alliance will facilitate FourthWall’s MassiveData division to work with WPP companies Kantar Media and KBM’s groups i-Behavior on next-generation products that are currently used by WPP agencies GroupM and Xaxis, said the companies. FourthWall is an independent source of cable set-top box viewing data and the companies said they're “harnessing U.S. television viewership data” to plan and deliver cross-channel advertising campaigns and extend the reach of their clients’ campaigns.