TiVo Ads Integrates Viewership Data into Tunnl for Local Market Insights
TiVo Ads has partnered with Tunnl to integrate TiVo's privacy-compliant TV viewership data into the Tunnl Platform. This collaboration aims to provide marketers with enhanced audience insights and planning capabilities, especially for local and regional programming. The integration expands Tunnl's data coverage and allows advertisers to operationalize TiVo's viewership data for more impactful campaigns.
Key Takeaways
- TiVo Ads is integrating its privacy-compliant TV viewership data into Tunnl's audience intelligence platform.
- The partnership specifically enhances audience insights and planning for local and regional programming across networks, formats, and geographies.
- The integration provides more accurate audience composition insights, improved reach/frequency modeling, and greater confidence in media allocation at the market level.
- TiVo's data adds to Tunnl's mission for a unified data stack combining historical depth, real-time signals, and scalable identity resolution.
- The collaboration extends the utility of TiVo's deterministic TV data by embedding it into modern planning workflows for advertisers.
Why It Matters
The integration of TiVo's viewership data into Tunnl directly addresses the industry demand for granular, privacy-compliant audience intelligence, especially at the local market level. This move strengthens both companies' positions in the ad tech ecosystem by providing brands and agencies with more precise tools for media planning and activation. It reflects a broader trend towards consolidating diverse data sources to create a more comprehensive view of TV consumption. Streaming platforms and advertisers should watch for the adoption rate of such integrated platforms, as improved local targeting capabilities could influence ad spend allocation across linear and streaming channels.
Read full article at advanced-television.com
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