TiVo Ads Integrates STB and Content Recognition Data

TiVo Ads has enhanced its U.S. TV Viewership Data offering, combining its set-top box (STB) data with automatic content recognition (ACR) data in a single, session-level feed.

TiVo, the entertainment technology and TV data provider of which TiVo Ads is a division, is itself a wholly owned subsidiary of Xperi, with which it merged in 2019. TiVo Ads' existing offer includes TV viewing data in the US and UK, and rich entertainment metadata spanning linear and streaming environments. The firm gives its measurement and analytics partners data on millions of combined STB and ACR devices, covering linear TV, AVOD and SVOD environments, and says it wants partners to have the option of building their own measurement, audience and analytics solutions.

The new unified viewing data feed allows partners to create a range of audience, measurement and planning applications, from building household- and device-level audience segments based on deterministic viewing behavior, to closed-loop attribution across linear and streaming TV.

Fariba Zamaniyan, SVP of Global Data Monetization at TiVo Ads, comments: 'TV viewing has fragmented, and the data used to understand viewer behavior often remains siloed. STB and ACR data each provide a valuable lens into viewing behavior, but neither tells the whole story on its own. Bringing these complementary signals together can help close those gaps and give the industry a broader view of audiences across markets and platforms as television continues to evolve.'

Web site: https://advertising.tivo.com .