TiVo and Quantcast say their service stands out from those offered by competitors because it offers “better evaluation of advertising effectiveness, cross-platform media consumption, and programming affinity” across a large sample of 35,000 households.
The firms are announcing the joint venture at the Advertising Research Foundation's Audience Measurement 4.0 conference in New York this week.
In a statement, the firms say: “Now, brands will have a powerful new tool to measure marketing ROI, by measuring the web activity generated by their television advertising – and vice-versa.”
TiVo has branched out from its core business in the face of falling subscriptions and increased competition from a range of sources, including major cable operators. TiVo CEO Thomas S Rogers said this week that the company wants to do for TV what Google did for the internet.