The TiVo subsidiary will provide second-by-second tune-in data, anonymously matched to online exposure and purchase data, which Viacom will use to boost its proprietary predictive targeting and measurement capabilities
The companies said that with the data, Viacom will be able to help increase the impact of custom campaigns and expand analytics delivered to ad partners.
“This integration will make Viacom the first network to offer advertisers true single-source solutions for audience targeting and measurement,” said senior vice-president and general manager of TiVo Research, Frank Foster.
“The combination of Viacom’s advanced predictive engine and TiVo’s anonymised, 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.”
Last month, TiVo Research announced plans to give away basic TV ratings data for free, starting in the first quarter of 2016.