TiVo Rolls Out CTV Ad Tech Based on First-Party Viewership Data

Xperi subsidiary TiVo announced Monday an end-to-end advertising offering built on its first-party deterministic TV viewership data. TiVo Xtend is said to bridge the gap between linear and streaming, allowing advertisers to understand how audiences are engaging with their TV campaigns. The integration of TiVo’s behavioral data will improve effectiveness of audience creation and targeted CTV placement, said Walt Horstman, TiVo senior vice president-monetization. Features include first-party viewership data to identify “who has or has not tuned into programming or seen a message from a brand or its competitor(s)"; custom or pre-built programmatic audience segments, scaled and tested for precise digital targeting on CTV, PC, tablet and mobile; premium CTV inventory layered with Xtend or custom audiences to add reach and frequency to linear across 40 million households; and dynamic, clickable ads placed within native TiVo guides to promote content to relevant audiences, it said.