Ad Software Firm Viant Licenses TiVo's TV Viewership Data Feed

Advertising software company Viant is licensing TiVo’s linear TV viewership data feed, said the Xperi subsidiary Wednesday. The real-time TV tune-in and ad exposure data feed will give advertisers diversity, flexibility and real-time analysis to support omnichannel campaigns at the household level, it said. TiVo’s TV viewership data provides linear data of live and time-shifted usage and allows customers to measure their ad campaign activity and optimize data science solutions for media planning and buying, it said.