TiVo’s Research and Analytics unit and Viacom have stuck up a strategic partnership that will focus on Viacom’s advancing Viacom’s proprietary data and targeted advertising platforms, including its Vantage and Echo Social Graph.
Billing it as a first-of-its-kind agreement, which enters play as programmers and distributors are looking to get a better fix on measurement amid shifting viewing behaviors, TiVo Research said it will integrate its measurement tools with Viacom Vantage’s predictive engine, augmenting its precision and consumer-targeting capabilities.
The partnership will also provide Viacom Velocity and Velocity Products Group with more data that can boost the performance of custom campaigns and provide unique analytics to ad partners.
“This integration will make Viacom the first network to offer advertisers true single source solutions for audience targeting and measurement,” said Frank Foster, SVP and GM of TiVo Research, said in a statement. “The combination of Viacom’s advanced predictive engine and TiVo’s anonymized, granular set-top box data, matched directly to purchase and consumer engagement data in a privacy protected manner, allows advertisers to see much more than if their campaign was viewed.”
“The integration of TiVo’s single source database significantly enhances our data capabilities across our advanced advertising products, Vantage, Velocity and Echo, delivering truly unique value to our customers,” added Bryson Gordon, the former Microsoft exec who was recently named Viacom’s SVP of data strategy.
TiVo Research announced last month that it would give away basic TV ratings data for free to anyone starting in the first quarter of 2016.
TiVo Research’s panel includes second-by-second tune-in data anonymously matched to online exposure and purchase data for more than 2 million U.S. homes. Viacom’s properties reach about 3.4 billion television subscribers worldwide.