Google To Partner With TiVo For TV Audience Data
According to TiVo, Google will receive "anonymous, second-by-second DVR viewing data from TiVo's stand-alone subscribers" and will allow Google to tailor its ad platform based on that data. The benefit for Google is that it can then offer its television advertisers more specific data to measure how their ads are performing using Google TV Ads.
Financial terms of the deal were not disclosed.
"Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively," said Mike Steib, Google's director of emerging platforms, in a statement. "This deal with TiVo will give advertisers access to even more anonymized viewership data, making Google's dataset one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers."
TiVo will be providing viewing statistics for its live content, its time-shifted content and over-the-air broadcasting. According to TiVo, the deal states that any research data it provides Google is intended only for measuring ads sold through Google TV Ads and will be available only to advertisers that have bought those ads.
"Working with Google is an important milestone for our audience research business and represents a shared approach to developing innovative products and services to help the media industry better understand the effectiveness of ad campaigns in an evolving TV landscape," said Todd Juenger, vice president and general manager, TiVo Audience Research & Measurement, in a statement.
Google TV Ads launched in 2007, with a partnership with Dish Network, as a way for Google to sell and measure TV advertising. According to Google, Google TV Ads are seen by 96 million viewers.
TV Ads is one of several advertising arms Google has experimented with in recent years as the search giant moves beyond its core search advertising model. Earlier this week, Google announced plans to acquire Teracent, which makes software to enable custom online display ads.
The search giant also tweaked its Google Product Search platform in a move Google said would benefit holiday shoppers gearing up for Black Friday and the holiday season.