AOL Expands Agreement With FourthWall Media for TV Ads

AOL expanded its deal with FourthWall Media, expanding the reach of AOL’s video buying platform to about 2 million U.S. households across 90 designated market areas, FourthWall said in a news release Monday. It said the approach provides a more complete assessment of viewing patterns, so advertisers can get a better idea of where they should spend their money. AOL uses a viewership scoring metric, tRatio, which is integrated into its video buying platform and identifies how precisely targeted each TV network, daypart and program is to the marketer's customer target, and predicts consumer responsiveness, FourthWall said.