TiVo Research said it will integrate its data into the Oracle Data Cloud, making it easier for advertisers to measure television audiences on their digital devices.
The deal will also help TV networks and programmers measure the impact of digital campaigns on viewership.
“This integration will give advertisers the ability to extend their TV media campaigns to reach viewers on their computers, cell phones, and other digital devices,” said Tara Maitra, TiVo’s senior VP, General Manager Content & Media Sales, in a statement. “It will also help TV networks and programmers connect the dots between TV and digital audiences to help marketers make better decisions.”
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