Neustar Integrates TiVo Viewing Data

In the US, consumer data provider Neustar has integrated TiVo TV viewing data into its Multi-Touch Attribution and Unified Marketing Analytics solutions, to provide brands with household-level TV viewing analysis.

TiVo's data reaches across all 210 of the country's national designated market areas and millions of households. According to Neustar, the inclusion of TiVo's deterministic TV exposure data from both its own set-top boxes (STB) and third parties will allow advertisers to compare the efficacy of both TV and digital investments together to make more insightful budgeting decisions. With this data integration, advertisers now can gain insight into the effectiveness of ad exposures including delayed viewing, along with general audience viewing behavior.

Neustar General Manager and VP for Marketing Solutions Michael Schoen (pictured) comments: 'As the world of television is rapidly changing, it's essential that we not only bring transparency to TV measurement but also help to build a different standard for it. With TiVo's data, we are able to better provide granular TV insight that enables us to help our clients make better decisions about where to allocate their next marketing dollar'.

Web site: www.home.neustar .