FourthWall Opens MassiveData Division

US-based TV data collection and analytics specialist FourthWall Media has opened a new division called 'MassiveData', which combines TV viewing data with data mining technologies to deliver audience analytics.

FourthWall collects census-level, second-by-second set-top box viewing data from millions of television viewers, while its AdAim Audience Measurement Suite measures additional television audience activities.

MassiveData, which will be led by Bill Feininger, will provide audience targeting products and services, combining proprietary data mining and analysis technologies lied to FourthWall's existing data resources to provide new metrics and analytics to advertisers and their agencies.

CEO Tim Peters explains the reasons behind the launch: 'There's an unquestionable need for insights for television, and we have expertise in set-top box audience measurement that, when combined with Big Data tools and technology, allows us to deliver the insights and competitive advantages our customers desire. By creating this new division we are dedicating resources to the programming and advertising communities to help them answer their most pressing questions about audiences and consumers.'

Feininger takes the role of General Manager of MassiveData and SVP, Media Measurement. Before joining FourthWall in 2010, he spent fifteen years at Nielsen Media Research, where latterly he served as VP, Technical Strategy & Development; and founded Nielsen's Software Metering Group, which identifies and develops measurement techniques for Internet browsing and streaming media, time shifting, digital TV and interactive TV usage.

Web sites: www.fourthwallmedia.tv and www.massivedata.tv .