“TiVo Research has its own data that comes from TiVo boxes and we license data from cable operators and other aggregators that allows us to tie in very specific aspects [such as] shopper data or car registrations,” Frank Foster, SVP and GM of TiVo Research, told AdExchanger in a recent interview. “We differentiate ourselves through our linkage to other data sources.”
“I don’t think any one company is positioned to develop a solution that is completely end-to-end,” said Randy Cooke, VP of programmatic TV for SpotX. “Collaboration is going to be at the center of creating a functional, long-lasting business for programmatic TV from a technology, measurement and data perspective.”
Cooke pointed to recent alliances, including one between TiVo Research and mobile platform NinthDecimal, that aim to sum up the impact of television viewership on offline sales – the holy grail for advertisers.
Although age and demo targeting is table stakes, it’s important to augment that data with other attributes like the presence of children in a household, income and an understanding of the incremental reach of a publisher audience on sites and apps.
TiVo has been very active forming digital alliances: It forged another partnership with Viacom on Monday to help Viacom match its audiences against TiVo’s and factor in data on purchase habits and the like.
Cooke said he expects the companies will add more set-top box partners as it proceeds with its platform roll out.
“Theoretically this could scale … [to a scenario] where we see more publishers serve as an audience extension to a broadcaster’s inventory,” he added.