TiVo and Quantcast join forces for ad analytics

Set-top box maker TiVo is continuing its diversification into new business areas with a joint venture with analytics firm Quantcast that will offer audience marketing information services.

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.

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