TiVo and Google Sign TV Ad Data Deal

In the US, digital video recorder solutions provider TiVo has partnered with Google to integrate its second-by-second timeshifted TV viewing data into the measurement of ads sold through the Google TV Ads platform.

Google TV Ads is a digital system for buying more accountable and measurable TV ads, which enables advertisers to reach up to 96 million households.

In 2007, Google partnered with Nielsen to provide data which pinpoints what kinds of viewers are watching ads sold through the TV Ads network.

Through this latest deal, anonymous second-by-second DVR viewing data from TiVo's c1.6 million direct subscribers will be used to enhance the measurement and accountability of ad impressions for inventory sold using the Google TV Ads auction-based system.

The TiVo sample covers all TV signal sources including digital cable, analog cable, satellite, telcom and over-the-air TV, in both live and time-shifted viewing.

'Google TV Ads measures specific commercial ratings not simply averages, which is a key attribute of the TiVo data,' said Todd Juenger, VP & General Manager, TiVo Audience Research & Measurement. '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.'

TiVo said that the agreement with Google is not connected with its proprietary audience research products including the Stop||Watch and Power||Watch ratings services, True Targets data, Power||Watch for Quantcast, and Stop||Watch Local Markets.

Web sites: www.tivo.com and www.google.com .