Republican data management group 0ptimus will be working with FourthWall Media's MassiveData division to use cable set-top box viewing information for campaign targeting. The move gives 0ptimus access to data on 4.7 million TV viewers about 1.8 million households. "Put simply, this will help us move TV spend away from 'spray and pray' generic messages, to targeted niche messages to niche segments in the voting electorate," 0ptimus partner Brian Stobie said.

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