Google Adds TiVo Viewing Data to Google TV Ads Platform

Authored by Mark Hefflinger on November 24, 2009 - 10:15am.

Alviso, Calif. - TiVo (NASD: TIVO) announced on Tuesday that it has entered into an audience research agreement with Google (NASD: GOOG), which will see Google integrate TiVo television viewing data into its measurement of audiences for ads sold through the Google TV Ads platform.

Financial terms of the deal were not disclosed.

Google will now be able to draw on anonymous, second-by-second DVR viewing data from TiVo subscribers, to enhance the measurement and accountability of ad impressions for inventory sold through the auction-based Google TV Ads system.

"By using TiVo's massive samples and second-by-second granularity in its currency measurement, Google TV Ads can now provide an order of magnitude of improved accountability for advertisers," said Todd Juenger, vice president and general manager of TiVo's audience research and measurement unit.

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