TiVo Rolls Out CTV Ad Tech Based on First-Party Viewership Data
Xperi subsidiary TiVo announced Monday an end-to-end advertising offering built on its first-party deterministic TV viewership data. TiVo Xtend is said to bridge the gap between linear and streaming, allowing advertisers to understand how audiences are engaging with their TV…
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campaigns. The integration of TiVo’s behavioral data will improve effectiveness of audience creation and targeted CTV placement, said Walt Horstman, TiVo senior vice president-monetization. Features include first-party viewership data to identify “who has or has not tuned into programming or seen a message from a brand or its competitor(s)"; custom or pre-built programmatic audience segments, scaled and tested for precise digital targeting on CTV, PC, tablet and mobile; premium CTV inventory layered with Xtend or custom audiences to add reach and frequency to linear across 40 million households; and dynamic, clickable ads placed within native TiVo guides to promote content to relevant audiences, it said.