MUMBAI: Tivo, which creates television services and advertising solutions for digital video recorders (DVRs), has entered into an audience research agreement with Google.

Google will license and integrate TiVo television viewing data into its measurement of audiences for ads sold through Google TV Ads(TM) platform. 
 
This deal, the terms of which have not been disclosed, will enable Google TV Ads to draw on anonymous, second-by-second DVR viewing data from TiVo‘s stand-alone subscribers to substantially enhance the measurement and accountability of ad impressions for inventory sold using the Google TV Ads auction-based system. The Tivo sample covers all television signal sources including digital cable, analog cable, satellite, telecom and over-the-air television, in live and timeshifted viewing.

Says Google‘s director of emerging platforms Mike Steib, "Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively. This deal with Tivo will give advertisers access to even more anonymised viewership data, making Google‘s dataset one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers." 
 
Google TV Ads is a flexible, all-digital system for buying more accountable and measurable TV advertising. The system allows advertisers to reach up to 96 million households. With accurate audience measurement and innovative ways to place ad spots, Google TV Ads allows advertisers to do more with less. Since launching in 2007, Google TV Ads has served over 100 billion TV ad impressions.