Google Makes Deal with TiVo for DVR Data
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According to Media Daily News, Google has cut a deal with TiVo giving media buyers access digital set-top data generated by subscribers of the digital video recorder service. The deal is the latest push by Google to gain traction among mainstream marketers and agencies for its TV advertising platform, which has attracted a lot of attention, and a fair amount of testing on Madison Avenue, but has failed to gain any critical mass due to its limited access to quality TV advertising inventory.
To date, (November '09) Google TV Ads has deals to sell local advertising avails on EchoStar's DISH Network satellite TV service, and national TV ads on a handful of mostly low-rated or emerging cable TV networks.
The TiVo deal is the latest effort by Google to leverage enhanced data to make the Google TV Ads platform more attractive to advertisers, and consequently, more appealing to bigger TV networks to begin using to sell their advertising time.
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