TiVo Research, Oracle Do a Data Deal

By Jon Lafayette
published

TiVo Research said it will integrate its data into the Oracle Data Cloud, making it easier for advertisers to measure television audiences on their digital devices.

The deal will also help TV networks and programmers measure the impact of digital campaigns on viewership.

“This integration will give advertisers the ability to extend their TV media campaigns to reach viewers on their computers, cell phones, and other digital devices,” said Tara Maitra, TiVo’s senior VP, General Manager Content & Media Sales, in a statement. “It will also help TV networks and programmers connect the dots between TV and digital audiences to help marketers make better decisions.”

Read more at B&C. 

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.