TiVo has announced that it has entered into an audience research agreement with Google in which second-by-second PVR viewing data from TiVo’s stand-alone subscribers will help Google TV Ads to better target advertising.
Google will license and integrate TiVo television viewing data into its measurement of audiences for advertisements sold through the Google TV Ads platform. Terms of the deal have not been disclosed.
The deal will enhance the measurement and accountability of ad impressions for inventory sold using the Google TV Ads auction-based system. The TiVo sample covers all television signal sources including digital cable, analogue cable, satellite, telecom and over-the-air television, in live and time-shifted viewing.
“Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively,” said Mike Steib, Google’s director of emerging platforms, in a statement. “This deal with TiVo will give advertisers access to even more anonymised viewership data, making Google’s dataset one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers.”
Google TV Ads is an all-digital system for buying accountable and measurable TV advertising. The system allows advertisers to reach up to 96 million households. Since launching in 2007, Google TV Ads has served over 100 billion TV ad impressions.