TV analytics company FourthWall Media  and MRI-Simmons, provider of consumer insights,  announced a partnership that allows marketers in the television ecosystem to incorporate MRI-Simmons audiences in advanced TV campaigns. The audience solution will use FourthWall’s Reveal analytics platform and Reveal Connect, its secure household matching tool, to create actionable MRI-Simmons audience segments for targeted TV planning, optimization, and attribution.

The partnership enables marketers, programmers, and agencies to optimize linear and addressable television campaigns using MRI-Simmons survey-based segments in the Reveal platform. Clients can share the targeted or exposed MRI-Simmons audiences between Revea  and digital platforms for cross-platform attribution, retargeting, and measurement. These audiences are generated by Reveal Connect, which matches television viewing data to MRI-Simmons’ datasets while protecting consumers’ personally identifiable information.

“Reveal delivers custom TV audience segmentation, giving marketers the necessary tools for measuring a campaign’s performance against any defined target,” said Ellen Dudar, Chief Product Officer of FourthWall Media. “By partnering with MRI-Simmons, we can offer brands the opportunity to plan, optimize, and analyze TV campaigns using the same trusted audiences they use across their other marketing channels. This unified view provides a more complete understanding of the effectiveness of a campaign’s components, leading to increased performance and marketing ROI.”