Google to Add TiVo Set-Top Metrics2009-11-24 09:00 by DanielaTags: TiVo
Google will combine second-by-second set-top data from TiVo with data from Dish Network, which will let the Web giant track the viewing habits associated with more than 5 million TV sets - and sell ads with more precision. With the additional data, Google will be able to "substantially enhance the measurement and accountability" of ad impressions for inventory sold using the Google TV Ads auction-based system, according to the companies. "Data is a very important linchpin of the system, and one of our priorities is to expand the size of the data set," said Mike Steib, Google's director of emerging platforms, who oversees the television-advertising business. "We feel very good about the accuracy we have now... but any statistician will tell you the larger your sample size is the better your results will be." Financial terms of the deal weren't disclosed. TiVo is selling Google data gathered only from DVRs used by consumers who subscribe directly through the company (excluding those distributed via DirecTV or Comcast). TiVo had 1.6 million direct subscriptions as of the end of July; it is scheduled to report third quarter results on Tuesday. Read more -here-
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