SAN FRANCISCO \u2013 Since its merger with Rovi, TiVo has been on a mission to bulk up its television viewership data by working with service providers \u201cto acquire as much TV viewership data as we could amass,\u201d says Walt Horstman, the company\u2019s SVP\/GM, Automated Media & Advertising.<\/p>\n

\u201cSo that\u2019s been very successful and we have a large population of TV viewership data, beyond just from the TiVo devices but where we have software embedded across providers and even beyond that,\u201d Horstman says in this interview with Beet.TV at the recent RampUp 2018<\/a> conference by LiveRamp.<\/p>\n

TiVo just announced that it\u2019s reached two million active matched households across all DMA\u2019s \u201cand that number is growing quite rapidly.\u201d The company\u2019s goal is to reach three million \u201cvery shortly and then throughout the year scaling up to five to seven million plus,\u201d Horstman says.<\/p>\n

\u201cThe company TiVo today is much bigger than TiVo the device and that\u2019s part of the story that we\u2019re taking to market.\u201d<\/p>\n

He stresses that TiVo has unfettered rights to use the TV viewership data in matching with multiple datasets so that it can \u201cunderstand the science of what is changing consumer behavior when a household is exposed to a TV campaign, and that is very exciting.\u201d<\/p>\n

All personally identifiable information about TV viewers is removed before it reaches TiVo, according to Horstman. Identifiers appended to the TV dataset can be matched across the advertising ecosystem for first- and third-party data.<\/p>\n

In the wake of its launching the Targeted Audience Delivery<\/a> platform, which sits atop all of the company\u2019s TV data, TiVo has been meeting with agencies and advertisers about providing deterministic, exposed households to a specific TV campaign.<\/p>\n

\u201cWhat\u2019s exciting about this is we can go to a brand and say \u2018bring your first party data into a safe haven like LiveRamp match it to our TV viewership data.\u2019 We can then run that against the campaign that you just did in the last quarter and then provide you the exact households that were exposed an unexposed to your TV campaign.\u201d<\/p>\n

Besides revealing whether TV ad exposure drove incremental activity through an existing customer group, brands can then use those segments to activate those same households \u201cin any kind of digital, mobile or connected-TV activation as well,\u201d Horstman says.<\/p>\n

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN FRANCISCO \u2013 Since its merger with Rovi, TiVo has been on a mission to bulk up its television viewership data by working with service providers \u201cto acquire as much TV viewership data as we could amass,\u201d says Walt Horstman, the company\u2019s SVP\/GM, Automated Media & Advertising. \u201cSo that\u2019s been very successful and we have […]<\/p>\n","protected":false},"author":17,"featured_media":50264,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7090],"tags":[5092,5609,6730,7093],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50186"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=50186"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50186\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50264"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}