Tivo And Google Partner Up

TiVo Inc. (Nasdaq: TIVO) today announced that it has entered into an audience research agreement with Google Inc. (Nasdaq: GOOG) whereby Google will license and integrate TiVo television viewing data into its measurement of audiences for advertisements sold through Google TV Ads(TM) platform. Terms of the deal are not disclosed.

This deal will enable Google TV Ads to draw on anonymous, second-by-second DVR viewing data from TiVo's stand-alone subscribers to substantially 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, analog cable, satellite, telecom and over-the-air television, in live and timeshifted 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. "This deal with TiVo will give advertisers access to even more anonymized 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."