TiVo Teams Up with Tunnl

Television data and advertising solutions firm TiVo Ads is partnering with audience intelligence platform Tunnl, to give clients more access to privacy-compliant TV viewership data across local and regional markets.

Tunnl taps ten years of proprietary survey data and other inputs to help brands power ad and advocacy campaigns, while TiVo provides audience research, measurement and analysis, with tools including a cross-screen ad platform called TiVo One, providing forecasting, targeting and measurement to optimize campaigns.

The deal makes TiVo's large-scale viewership signals available within the Tunnl platform to help brands, agencies, advocacy groups and media companies to understand how audiences engage with content across networks, formats and geographies.

Fariba Zamaniyan, SVP of Global Data Monetisation for TiVo Ads, says marketers need 'a more complete, reality-based view of how audiences consume television today - especially at the local level, where viewing behavior can vary dramatically market to market. Tunnl CEO Sara Fagen (pictured) comments: 'Adding TiVo's local TV coverage is a major step forward in delivering a true system of record for how audiences move across media. TiVo's scale and granularity - particularly at the local level - gives our clients a clearer, more actionable understanding of real viewing behaviour, which ultimately leads to smarter planning and better results.'

The firms are online at www.tunnldata.com and www.tivo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.