Under the terms of the new agreement, Simulmedia will have the ability to match FourthWall’s full daily feed of anonymous, second-by-second TV viewing data to household purchase data in a privacy-protected way.

Dave Morgan, Simulmedia’s founder and CEO, said: “Already, Simulmedia uses FourthWall data in combination with multiple other data sources […] to sell and measure TV campaigns based on reaching audiences based on their actual purchase behaviours, not just demographics.

“Our new agreement with FourthWall meaningfully expands Simulmedia’s footprint of US TV viewing data and the anonymous purchase matching will help enable our next generation of closed loop ad targeting on TV.”