Fresh on the heels of their legal settlement with AT&T it seems there aren’t any hard feelings, as TiVo and AT&T have entered into an agreement to share viewing data between TiVo and AT&T AdWorks. The agreement will allow TiVo to combine aggregate and anonymous household viewing data from TiVo and AT&T U-Verse customers.
This data supports TiVo’s targeted advertising products. As DVR usage, including ad-skipping, expands, content providers must find a new way to monetize the content. And they need to know which approaches are working, which ads are getting viewed, to optimize their efforts. Like it or not, the content needs to get paid for somehow. And TiVo seeks to address that need with their advanced advertising platforms. The broader the data pool, the more accurate they can be.