VideoAmp’s data licensing contract with TiVo has been extended through the end of broadcast year 2026. The continued partnership gives VideoAmp access to TiVo’s dataset of over a million viewing patterns of households throughout the U.S.
Nick Chakalos, chief strategy officer at VideoAmp, said in a statement VideoAmp will continue its efforts to “redefine the advertising ecosystem” with the help of TiVo’s viewership data.
“Our commingled viewership dataset is the backbone of our cross-screen measurement solution and platform, and we rely on partners like TiVo to help us scale and bring new solutions to a more sophisticated and data-driven advertising landscape,” he said.
TiVo uses a second-by-second data stream across its household footprint, which captures viewership behavior on both live and time-shifted content. The company launched in February its Xtend advertising solution, which uses deterministic data to help advertisers deliver incremental reach with their CTV campaigns.
TiVo has also made strides in the connected TV space, having integrated YouTube TV to its Stream 4K and Stream OS products earlier this week.
“We are thrilled to continue supporting VideoAmp and its mission to lead change during this new age of media planning,” said Fariba Zamaniyan, VP of data and monetization at TiVo. “Our TV viewership data will continue to provide VideoAmp with a powerful dataset that will give its clients the ability to buy and measure advertising with confidence.”
With access to TiVo’s vast data repository, VideoAmp has ample opportunity to expand its ad-measuring currency. VideoAmp was recently selected by WarnerMedia to undergo a series of trials designed to evaluate different types of alternative audience measurement.