TiVo and Tru Optik Sign TV Data Deal

Entertainment technology provider TiVo has partnered with audience measurement firm Tru Optik to make its linear TV viewing data - from more than two million households - available on Tru Optik's OTT Marketing Cloud platform.

TiVo's data, which reaches across all 210 national designated market areas, will be available through Tru Optik's OTT Marketing Cloud, combining the reach and ad exposure of linear TV with the advanced targeting and measurement capabilities Tru Optik offers across OTT and connected TV. Tru Optik users can now create custom segments based on TV viewing behavior across linear and connected TV, and advertisers can retarget linear TV ads to the same households on CTV (conventional TV).

Walt Horstman (pictured), TiVo's SVP and General Manager, Advanced Media and Advertising, comments: 'As advertisers increasingly seek out ways to bridge linear TV to every cross-platform medium, we are looking forward to providing them with the capabilities to do so. By extending access to our linear TV viewership data, we will allow for better targeting, campaign management and measurement via Tru Optik's OTT Marketing Cloud'.

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