Aug 13, 2013


Author: Deep Root Analytics

Dulles, VA & Alexandria, VA., Aug 13 – A leading center-right data organization, Deep Root Analytics (DRA), announced today a partnership with FourthWall Media™, the largest independent source of cable set top box viewing data. Deep Root is the first Republican analytics firm to leverage FourthWall’s TV viewing data to micro-target political campaign television advertising. FourthWall Media, through its MassiveData division, maintains a panel of 4.7 million individuals in over 1.8 million homes.

“Television continues to be campaigns’ dominant communications medium, but it has typically been the least data-driven,” said Alex Lundry, Co-founder of DRA. “Campaign resources are a precious commodity, so it is important that political television buying decisions be better informed by data. We need to approach big media with big data. Big data allows us to target our most important voting segments with messages that not only inform and influence, but create passion. Integrating FourthWall’s exclusive data with Deep Root’s unique blended media database will help campaigns target their paid media in a far more effective way than they had previously. What FourthWall’s exclusive second-by- second viewership data gives us is the ability to spend our advertising dollars more effectively and to target our message into individual homes for maximum political impact.”

In the upcoming election cycle, Republican candidates and conservative causes will be more successful if they can better target critical voters with the right message,” said Sara Fagen, Co-founder of DRA. “When we combine our unique voter segmentation with FourthWall’s second-by-second viewing data, we can dynamically match a voter’s interest in issues with their viewing habits to build persuasion models that allow us to more effectively and cost-efficiently make our case to the American people. This is a critical advantage the GOP needs going forward and we look forward to working with FourthWall to employ their unique data.”

“Our MassiveData panel is an amazing resource,” said Patrick Peters, FourthWall Media GM of Programming. “We are able to work with campaigns to identify the specific programming their target voters are watching. This makes the campaign more efficient in its marketing and more effective in its messaging. It worked in the 2012 Obama re-election campaign and it will work again for Deep Root Analytics. Our goal is to put our data in the most capable hands, so the best and brightest will find creative uses for it. We’re very excited about working with DRA.”

About FourthWall Media

FourthWall Media is an Emmy-nominated media company providing solutions that break through the “fourth wall” to engage audiences, extend subscriber loyalty, and deliver census-level measurement and reporting. The company’s solutions include the Ad Widgets® end-to-end advertising system and TV Widgets® applications, both of which drive viewer engagement and convenience. The AdAim™ Audience Measurement Suite offers census-level measurement of television audience activities and innovative metrics and analytics. FourthWall is a leading provider of platform technology for Cisco, Motorola, Pace, and tru2way set-top boxes and the cloud-based AirCommand™ gateway that connects external devices to digital cable set top boxes. FourthWall Media products and technology are distributed through partnerships with Comcast Media Center, Time Warner Cable, Charter Communications, Bright House Networks, Rovi, Motorola Mobility, DISH Network, and several smaller operators. FourthWall’s MassiveData division provides television data and audience analytics to a growing list of advertisers and media research companies. It also works with Visible World for targeted television advertising to the set top box. FourthWall Media’s corporate headquarters are in Dulles, VA. Learn more at

About Deep Root Analytics

Deep Root Analytics is a web-enabled marketing service provider that leverages large linked datasets and advanced algorithms to help its clients make sound data-driven strategic and tactical decisions in order to better optimize their paid communications. Deep Root Analytics was founded by some of the brightest political and data minds in the Republican Party and Northern Virginia business community including Brent Seaborn, Alex Lundry and Alex Gage, principals of TargetPoint Consulting, a leading microtargeting firm, Sara Fagen, former White House Political Director under President George W. Bush, Brian Baker, who ran one of the largest independent expenditure campaigns in the 2012 election cycle, and leading angel investor John Brady. Learn more at: