Viacom, TiVo Enter Ad-Related Partnership

TiVo and Viacom agreed to tie Viacom data and advertising products like Viacom Vantage with TiVo Research's measurement tools for better targeted ad campaigns to customers, they said Monday in a news release. Viacom's predictive engine and TiVo's 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," said Frank Foster, general manager-TiVo Research. "This partnership will not only enable advertisers to see how effectively a campaign reached the target audience, but it will shed light on whether the campaign enticed consumers to take action such as going to a store or buying a product."