TiVo and Google have inked a licensing agreement that will allow the Internet search provider to measure TiVo’s standalone DVR subscribers for ads sold through its Google TV Ads platform.

The deal allows Google TV Ads to draw on anonymous, second-by-second DVR viewing data from TiVo’s DVR users in order to enhance the measurement and accountability of ad impressions for the inventory sold using its auction-based ad system. With the TiVo deal, Google now has access to approximately 1.6 million new subscribers.

The TiVo sample covers all television signal sources – including digital cable, analog cable, satellite, telecom and over-the-air television – for live and time-shifted viewing.

"Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively," said Mike Steib, Google's director of emerging platforms. "This deal with TiVo will give advertisers access to even more anonymized viewership data, making Google's dataset one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers."

Google said its TV Ads platform has served more than 100 billion TV ad impressions since it launched in 2007.

The audience research deal is limited only to the measurement of ads sold through Google TV Ads and is only available to advertisers for specifically purchased ad placements. Financial terms of the deal weren’t disclosed.

Prior to TiVo, Google signed a similar agreement with Dish Network that gave it access to the satellite provider’s 13 million set-top boxes.

On the cable front, TiVo has deals in place with RCN, Comcast and Cox Communications. RCN is using TiVo’s DVRs and software, while Cox and Comcast are using their own DVRs with TiVo’s interface and technology.

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