BlueLabs Taps FourthWall STB Data for Targeted TV Ads

US analytics firm BlueLabs, which was founded by former Obama analysts, has signed an agreement to use second-by-second cable set-top-box (STB) viewing data from TV program producer FourthWall Media, to allow clients to use micro-targeted ads.

BlueLabs' founders were senior members of the team behind the data initiative for President Obama's successful 2012 re-election campaign. During the campaign, they identified the most 'persuadable' voters and used STB data to determine the highest-rated shows among that group, to enable the campaign to buy time on the shows that were of most interest to their audience.

The company will tap into FourthWall's MassiveData television viewership panel, which provides STB data from 4.7 million participants, collects census-level second-by-second usage information from traditional cable operators, and uses proprietary data mining and analytics technologies to turn it into what the firm says is actionable and targeted data.

Derek Turner (pictured), BlueLab's Director of Analytics, comments on the partnership: 'Our mission at BlueLabs is to help progressive candidates and organizations maximize their impact by using data to drive decisions. FourthWall is exciting because it will mean more granular data, a faster turnaround time for clients.'

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