Cross-media advertising platform Simulmedia renewed today its partnership with Xperi’s TiVo, leveraging TiVo’s robust U.S. viewership data.
Simulmedia’s platform, dubbed TV+, provides advertisers access to 300 million U.S. consumers across 120 million households. It does so through partnerships with various broadcast, cable and streaming companies.
TiVo and Simulmedia secured a five-year contract renewal, which has automatic renewal terms every five years. The partnership combines TiVo data with Simulmedia’s predictive technology and direct integrations with over 250 linear and connected TV networks.
TiVo’s data captures viewership behavior on both live and time-shifted content, with the help of its Xtend advertising platform. The Xtend solution also lets advertisers deliver incremental reach with connected TV campaigns.
Demand for accurate audience data is growing alongside the TV distribution landscape, Simulmedia Founder and CEO Dave Morgan noted.
“As the cross-channel TV ecosystem has grown increasingly complex, the demand for reliable data on audience viewing habits is greater than ever,” he stated. “We’re excited to integrate TiVo’s data more deeply into TV+ to help our clients unlock access to the viewership data they need to better inform how TV can help them meet their business objectives.”
Simulmedia’s not the only company to recently renew a partnership with TiVo. Alternative measurement company VideoAmp extended its data licensing contract with TiVo earlier this year – through the end of 2026.
“Our TV viewership data will continue to provide Simulmedia with a high-quality data set that will support the creation of representative audiences giving their clients the ability to target advertising with confidence in this complex and evolving media environment,” stated Fariba Zamaniyan, VP of data and advertising at TiVo.
TiVo and CTV advertising are expected to continue driving growth this year, parent company Xperi said on its first quarter earnings call. Xperi’s media platform category – comprised of the TiVo business – jumped 19% year-on-year in Q1.
As CTV advertising continues to rise, TiVo is also keeping linear campaigns in mind. TiVo’s Walt Horstman told Fierce Video in May advertisers increasingly want to ensure messages are coordinated across media channels – and ultimately deliver a better viewing experience.
Further expanding into the CTV space, Xperi last month acquired OTT software provider Vewd for $109 million. The buy factors into Xperi’s plans to accelerate TiVo OS deployment for connected and smart TVs.