TiVo and Google partner to measure Google TV Ads

Share this content:

TiVo has teamed up with Google to measure the audience reach of Google TV Ads. Terms of the deal, announced November 24, were not disclosed.

Google will license and integrate TiVo's anonymous television-viewing data into its audience measurement for ads sold through the Google TV Ads platform. This agreement will let Google TV Ads gather DVR-viewing data from TiVo's subscribers.

“We are always on the lookout for potential partners who might be doing something complimentary to our offerings,” said Todd Juenger, VP and general manager of TiVo audience research and measurement. “We are always looking to put our data to use to help the industry and to help grow our own business.”

The TiVo sample will cover all television signal sources, including digital cable, analog cable, satellite, telecom and over-the-air television in real-time. Google TV Ads has served more than 100 billion TV ad impressions since its 2007 launch.

TiVo already licenses its data to TRA, which is matching TiVo information with grocery store loyalty data to link commercials and purchase behavior. In addition, Quantcast uses TiVo data to measure TV.

Google TV Ads also has a partnership with Nielsen's Prism to measure demographic data.

“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,” said Mike Steib, director of emerging platforms at Google, in a statement.

Recently, Google has actively expanded its advertising business. It announced the acquisition of Teracent, a display ad network company, this week. It also announced the purchase of Gizmo5, a company that makes software for Internet-based calling on mobile phones and computers, on November 12. It also agreed to acquire AdMob earlier this month.

In September, Google introduced DoubleClick Ad Exchange, a result of the company's 2007 acquisition of DoubleClick.


Next Article in Direct Response

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above