TiVo, a wholly-owned subsidiary of Xperi Holding Corp. (NASDAQ: XPER) this week announced that it has entered into a licensing agreement with Horizon Media (the largest U.S. media agency according to AdAge Data Center 2021, as cited by the provider) to access TiVo’s TV viewership data.
TiVo’s data will provide a foundational ingredient to Horizon’s data stack to support client investments, contend the partners, driving improved outcomes in cross-platform media planning, buying, digital retargeting, and measurement.
The media agency is at the forefront of the industry in taking steps to integrate TiVo’s raw data into strategic client initiatives at both the content and commercial levels.
Per a statement by the companies:
As agencies are experiencing increased demand for data-informed solutions, this partnership helps Horizon support the delivery and measurement of advertising impressions to targeted audiences across platforms. TiVo’s TV viewership data provides Horizon with a representative sample of linear TV data to drive improved client outcomes for the billions of advertising investment dollars within the Horizon client brands. This partnership also expands the scale and U.S. representation of Horizon’s current TV data stack.
"Horizon is gaining access to TiVo’s linear TV viewership data to power the execution and performance measurement of clients' media plans, with enhanced precision,” said Fariba Zamaniyan, vice president, Data and Monetization, Xperi. “We are excited to embark upon this partnership with Horizon Media and its affiliates to strengthen its data-driven solutions.”
The agreement enables Horizon and its affiliates, Canvas Worldwide, LLC; Horizon Big, LLC; Horizon Media Limited Partnership (Canada affiliate); Night Market Horizons, LLC; horizon next®; and 305 Worldwide, LLC, to leverage the power of TiVo’s TV viewership data.
TiVo’s TV viewership data provides high-quality linear data of Live and Time-Shifted usage across the U.S., and allows customers to measure their campaign activity, optimize data science solutions, and power media planning and buying across media platforms.
“As the industry faces new challenges that accompany increased demand for viewership data, this agreement with TiVo will help us to maintain our position as an innovative marketing and advertising leader,” concluded Laura McElhinney, Horizon Media’s chief data officer.
For more information, visit https://business.tivo.com/products-solutions/data-and-advertising.