FourthWall Media Creates Media Measurement Unit, Taps Ex-Nielsen Exec, Bill Feininger, to Lead It

FourthWall Media, the interactive TV technology company formerly known as BIAP, contacted [itvt] Monday evening to let us know that it has created a media measurement unit that will be headed up by ex-Nielsen Media Research executive, Bill Feininger.

According to the company, Feininger, who will hold the title SVP of media measurement, will be responsible for all aspects of advanced and interactive advertising research, including business planning, product management and strategic partnerships. "Harnessing set-top box usage is to television what the introduction of the bar code was to the supermarket," Feininger said in a prepared statement. "Bar codes caused a sea change and afforded supermarkets the knowledge to better manage their own destiny. I want to ride this revolution in advanced television advertising and I can think of no better company to join than FourthWall Media. They are the leading organization, with a working EBIF platform and a broad portfolio of TV and advertising widgets--all of which are in deployment across a growing number of markets. They have the best engineering, operations and management people in the business and I am thrilled to be on the team." Added FourthWall CEO, Tim Peters: "If we could have invented someone for this job, we would have invented Bill Feininger. Bill has proven himself as a thought leader in media measurement, and specifically in the area of set-top box audience measurement. FourthWall Media will benefit not only from his wealth of experience from his many years at Nielsen Media Research, but also his established relationships in the industry. Bill is a great addition and no doubt will be a huge asset as FourthWall helps shape the future of Advanced Advertising."

Prior to his 15-year stint at Nielsen (where he was most recently VP of technical strategy and development), Feininger worked in an engineering capacity for a number of hardware and software companies, FourthWall says. According to the company, he is a member of the IEEE, the SCTE, CTAM, and the CEA, and has been a contributor to ATSC/DASE (T3/S17), CableLabs and the Interactive Television Alliance. He holds a number of patents, FourthWall says, and has an equal number pending.