Today, TiVo Ads launched an enhanced U.S. TV Viewership Data offering, combining its deterministic set-top box (STB) data with automatic content recognition (ACR) data in a single, session-level data feed.
Building on more than 15 years of experience in TV data licensing, TiVo Ads provides data, measurement and analytics partners with a scaled and diversified footprint spanning millions of combined STB and ACR devices. Covering linear TV, AVOD and SVOD environments, the offering is designed to complement existing datasets, address coverage gaps and give partners the flexibility to build their own measurement, audience and analytics solutions. Independent by design and decoupled from media spend, TiVo Ads’ U.S. Viewership Data offering gives licensees control over how the data is modeled, segmented and applied within their own products and workflows.
“TV viewing has fragmented, and the data used to understand viewer behavior often remains siloed,” said Fariba Zamaniyan, senior vice president of global data monetization at TiVo Ads. “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.”
With a single viewership data input, partners can power a range of audience, measurement and planning applications, from building household- and device-level audience segments based on deterministic viewing behaviors to enabling closed-loop attribution and measuring reach and frequency across linear and streaming TV.
This new offering builds on TiVo Ads’ broader global data capabilities, including TV viewership data in the U.S. and U.K. and rich entertainment metadata spanning linear and streaming environments.
For more information on TiVo Ads, visit advertising.tivo.com.
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