As time-shifting video pioneer TiVo separates its product and IP licensing businesses into two companies, itannounced that its TV viewership data is being expanded to include third-party services Kantar ad occurrences, and Drawbridge’s Identity Graph and premium demographic attributes.
The Kantar ad data enables customers to know both the programming viewership as well as the advertising viewership across millions of U.S. households.
The Drawbridge Identity Graph enables customers to link viewership data with associated mobile ad identifiers, extending the reach and measurement of advertisements and marketing across pay-TV, over-the-top and digital platforms.
“Household-level TV data is becoming more attractive as the advertising and media industries look to connect consumer touchpoints across screens, platforms, and campaigns across the TV ecosystem,” Ben Maughan, VP business development and data product management, TiVo, said in a statement.
“Marketers rely on Kantar’s industry-leading ad intelligence data to track competitive activity in their sector. By connecting with TiVo viewership data, we can give our customers a holistic view of what messages consumers are receiving,” said Vik Sharma, SVP for media and tech at Kantar.
“TV’s power as an awareness channel is clear, but it’s long been missing the component of identity,” added Jon DeGennaro, VP of enterprise partnerships at drawbridge. “There’s no reason why TV can’t be as targetable and measurable as other platforms and give marketers the ability to reach and report on viewership, engagement, and conversion across the entire cross-channel consumer journey. Bringing identity to TV does just that.”
With these integrations, TiVo solidifies its role as an innovator in the TV data landscape and continues to deliver improved viewership data products that are partner-agnostic and consistent with the transforming industry.