• by Karlene Lukovitz  @KLmarketdaily, March 1, 2022

TiVo has launched TiVo Xtend, a suite of end-to-end advertising solutions using first-party linear TV viewership data to help advertisers optimize incremental reach in campaigns spanning connected TV (CTV) and linear.

According to TiVo, the platform offers deterministic viewership data to identify who has or has not tuned into programming or seen a message from a brand or its competitors; customer or pre-built programmatic audience segments scaled and tested for targeting on connected TV, PC, tablet and mobile; connected TV inventory layered with Xtend or custom audiences to add incremental reach and frequency to linear across 40 million households; and dynamic, clickable ads placed within native TiVo Guides to promote content to relevant audiences.

The integration of TiVo’s behavioral data “will enhance the effectiveness of audience creation and targeted CTV placement,” stated Walt Horstman, the company’s senior vice president, monetization.

Through a 2021 deal with Xandr, the advanced advertising company recently sold by AT&T to Microsoft, Xandr’s marketplace will offer TiVo’s ad-supported pre-roll and in-stream CTV inventory, and TiVo will use Xandr Monetize’s inventory management tools and yield optimization analytics.

Jon Kirchner, CEO of TiVo parent company Xperi, confirmed during last week’s earnings call that TiVo Stream OS TVs should be in the marketplace by 2023 or 2024, and are expected to soon outstrip dongles in driving TiVo’s worldwide growth.