Google has teamed up with TiVo in the US, in a bid to capitalise on TV ads. TiVo will provide Google TV Ads with second-by-second viewing patterns of time-shifted programs in order to “enhance the measurement and accountability of ad impressions,” the companies said in a joint statement.Google TV Ads is a 2-year-old initiative from the Internet search giant for auctioning off television ad inventory on a CPM basis, charging advertisers only for the ad impressions viewed.
TiVo helps us to more finely calculate how many people are actually watching an ad. It gives us a large footprint of data,” Google spokesman Eric Obenzinger said.
Financial specifics of the deal are being kept secret, though TiVo vice president Todd Juenger said that Google will get different data than if it simply subscribed to TiVo’s Stop//Watch or Power//Watch ratings services, and it will pass that data along to advertisers.
“What you get is a commercial rating for the ads you run on Google,” Juenger said.
Google TV Ads works with cables channels including CNBC, MSNBC, Hallmark Channel, GSN, Syfy and CBS College Sports.