By Adam Flomenbaum

TiVo sits on lots of data. So does Viacom.

In a TV and video landscape that continues to become more fragmented, combining data is almost necessary.

This is why TiVo and Viacom have announced a new partnership that will help Viacom attract additional budget from marketers. TiVo Research’s single-source measurement tools will integrate with Viacom Vantage, giving advertisers not only increased targeting capabilities but also the ability to see how their ads impact purchase intent. TiVo Research’s cross-media single-source panel anonymously ties second-by-second tune-in data to online exposure and purchase intent.

“This integration will make Viacom the first network to offer advertisers true Read full story ›

Source: The Drum