Altice USA’s advanced TV unit a4 announced a partnership with Vizio’s Inscape to arm marketers with more audience data, leveraging information from millions of connected TVs.

Altice launched a4 earlier this year and the platform utilizes the cable operator’s subscriber data to help marketers target cross-screen ad campaigns more effectively on both a national and local level.

Through the partnership, a4 will enhance its set-top box data with data from nearly 9 million smart Vizio TVs.

“Partnering with Inscape solidifies our national footprint and allows us to expand our portfolio and capabilities into OTT media and analytics,” said John Povey, SVP Marketing and Analytics at a4, in a statement. “Adding their data allows us to extend our reach and capabilities beyond linear with near-real time Smart TV insights.”

A4 also incorporates device-level data from MVPDs in the U.S that utilize its analytics platform.

“a4 understands that in order to deliver relevant marketing campaigns in an omnichannel world, marketers need to have access to scaled, granular and fast television viewing data for greater targeting and unprecedented ad measurement,” said Greg Hampton, VP of Business Development at Inscape. “We look forward to this collaboration, adding actionable TV data into their offering and watching the impact and value it brings for their customers.”