Broadband Co’s Spy on Your TV Viewing and sell to Political Groups

By: Jeff Chester | Aug 28 2017

FourthWall Media and Data Trust announced a partnership that will create a unique feed utilizing Data Trust’s comprehensive data warehouse. Data Trust will connect FourthWall’s census-level television viewership data to its GOP dataset of over 190 million American voters from all 50 states. The integrated solution will help allied analytics companies build media and television-centric targeting solutions for their customers.

“Data Trust is committed to compiling and providing access to the foundational data right-of-center political and advocacy organizations need to persuade voters and win this November,” said John DeStefano, president of Data Trust. “Combining FourthWall’s television viewership data with the historical data only Data Trust offers will help our customers access more complete datasets than anyone else.”

Data Trust will use FourthWall’s anonymous household matching tool to sync with Data Trust’s voter file and create a unique feed of viewership information updated daily. Data Trust’s depth allows clients to append other information to those matched households, such as demographics, voting history and the like. As analytics firms and media buyers become more sophisticated, the ability to look at the TV viewing behavior of certain groups, such as first time Hispanic voters, becomes more and more valuable in the battle for votes and persuasion.

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