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DirecTV partners with FourthWall for better ad targeting

The partnership will give marketers better data for their campaigns across DirecTV products.

The partnership will give marketers better data for their campaigns across DirecTV products.

A passenger on a plane streams content from DirecTV. (Courtesy image)
An airplane passenger streams content from the DirecTV app. (Courtesy image)

DirecTV’s advertising division is partnering with FourthWall to bring marketers and ad buyers better measurement data and analytics for their campaigns.

The partnership will allow FourthWall to leverage data from DirecTV’s Internet-connected set-top boxes and streaming apps, which will be integrated in the FourthWall’s Reveal Platform.

“This sets the stage for a transformative era in multi-platform data solutions, enabling greater accuracy for audience targeting and full-funnel analytics, yielding higher-performing campaigns and optimized solutions for brands,” a DirecTV spokesperson said in a statement on Tuesday.

DirecTV said its national scale and “deterministic audience” is a “strong foundation for marketers of any size across all U.S. markets.” Likewise, FourthWall’s Reveal Platform allows for 24-hour turnaround of various measurement tools, including custom audience creations, first-party data onboarding and same-day audience-to-attribution analytics.

“DirecTV’s viewership data has always been trusted by our agency and advertising partners to enhance their advertising solutions and yield valuable insights,” Amy Leifer, the chief advertising sales officer at DirecTV Advertising, said in a statement. “Now, the partnership with FourthWall makes it faster and more seamless to leverage our data across various platforms.”

Likewise, DirecTV says it intends to utilize FourthWall’s Reveal Platform to expand its own advertising portfolio to the benefit of clients and partners. “This includes the ability to create customizable audience segments for advertisers, which will enable faster turnaround times to meet market demand in a digital environment,” a spokesperson said.

“FourthWall’s partnership with DirecTV is a significant step forward for the industry,” Paul Haddad, the CEO of FourthWall, said on Tuesday. “Our innovative approach, unmatched infrastructure flexibility, and speed in providing results will now be combined with DIRECTV’s impressive scale and precision to benefit all local, regional, and national advertisers.”

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About the Author:

Matthew Keys

Matthew Keys is the publisher of The Desk and reports on the business and policy matters involving the broadcast television, streaming video and radio industries. He previously worked for Thomson Reuters, Disney-ABC, Tribune Broadcasting and McNaughton Newspapers. Matthew is based in Northern California, has won numerous awards in the field of journalism, and is a member of IRE (Investigative Reporters and Editors).