TiVo, Tru Optik to make linear TV viewership data available for OTT targeting

TiVo Corporation (NASDAQ: TIVO), a global provider of entertainment technology, has announced a newly inked deal with Tru Optik, the audience intelligence and data-management platform built for over-the-top (OTT) television, that will now extend TiVo´s deterministic, linear TV viewership data to the brands, agencies, and publishers that leverage Tru Optik to build audience-based campaigns across OTT and Connected TV (CTV), the company said.

As part of the agreement, TiVo´s linear TV viewership data, which reaches across all 210 national DMAs and more than 2 million households, will now be available through Tru Optik´s OTT Marketing Cloud, combining the scale, reach and ad exposure of linear TV with the advanced targeting and measurement capabilities Tru Optik offers across OTT and connected TV.

As part of the deal, Tru Optik users can now create custom segments based on TV viewing behaviors across linear and connected TV, enabling advertisers to more effectively reach cord shavers. The new deal will also enable advertisers to retarget linear TV ads to the same households on CTV. For example, a local auto dealer can retarget households on CTV that saw a national ad campaign for the automaker on linear TV. This is also pivotal because it expands capabilities out of the Targeted Audience Delivery engine from TiVo — the platform that is powered by the linear TV viewership to data — to support more diverse cross-platform solutions.

Tru Optik powers Connected TV / over-the-top (OTT) advertising, making it measurable and attributable. The Tru Optik OTT Marketing Cloud is the only audience measurement and data-management platform that works across the entire OTT ecosystem, including Connected TV. The company´s advanced technology, proprietary audience intelligence, and comprehensive solution suite, have solidified Tru Optik as the preferred partner for many of the world´s largest media companies, brands, and agencies as they navigate the shift of TV to OTT.

TiVo Corporation is a global provider of entertainment technology and audience insights. From the interactive program guide to the DVR, TiVo delivers innovative products and licensable technologies that revolutionize how people find content across a changing media landscape. TiVo enables the world´s media and entertainment providers to deliver the ultimate entertainment experience. Explore the next generation of entertainment at tivo.com or follow us on Twitter @tivo or @tivoforbusiness.