TVSquared Adds TiVo Data to ADvantage Platform

Edinburgh-based ad performance specialist TVSquared has partnered with DVR and TV tech provider TiVo, to add deterministic TV viewing data to its ADvantage performance measurement and optimization platform.

ADvantage measures the immediate and longer-term impact of TV spots, quantifying response by day and daypart, program, network, genre, creative, audience segment and - now - household. Advertisers can attribute TV-driven response down to the individual, and analyze engagement at the DMA or zone level.

Calum Smeaton (pictured), CEO and founder of TVSquared, comments: 'With the addition of deterministic data, which details TV's effectiveness at the household level, our hybrid approach to attribution shows an advertiser how TV impacts 100% of its business - all from one platform. Partnering with TiVo was an easy choice for us, as its panel data has the highest match rate in the industry'.

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