TiVo signs data licensing deal with AT&T AdWorks


The agreement will boost TiVo’s audience measurement and research offerings by incorporating data that increases representation of the total US TV viewing population: TiVo’s licensing agreement with AT&T AdWorks (a digital media company within AT&T) will specifically enable TiVo to improve elements of their research and advertising inventory offerings by incorporating anonymous and aggregate AT&T U-Verse and TiVo households viewing data.

Tara Maitra, SVP/GM/Content and Media Sales for TiVo, says television has evolved into an on-demand platform and in order to keep up with viewers, advertisers and brands need better data and better measuring tools: “We believe this deal will bring a host of benefits to all sides of the media ecosystem; at TiVo, we are looking forward to using this anonymous viewing data from AT&T AdWorks to help project a better sampling of U.S. television viewing habits.”

AT&T AdWorks currently markets digital advertising to Fortune 500 companies and connects advertisers with data and ad opportunities representing aggregate and anonymous subscriber connections across mobile, online, and television platforms.