Kantar ad occurrences, Drawbridge’s identity graph and premium demographic attributes will be added to give TiVo customers additional and more flexible data.

Premium demographic attributes allow advertisers to supplement anonymous household viewing data with additional insights around demographics, consumer preferences and behaviours, offering contextual audience insights that better connect advertisers with target audiences.

Kantar ad data means customers know the programming viewership as well as the advertising viewership across millions of US households while the Drawbridge identity graph links viewing data with associated mobile ad identifiers, extending the reach and measurement of ads and marketing across pay-TV, OTT and digital platforms.

Ben Maughan, vice-president business development and data product management, TiVo said: “Household-level TV data is becoming more attractive as the advertising and media industries look to connect consumer touchpoints across screens, platforms, and campaigns across the TV ecosystem. TiVo’s TV viewership data has is constantly evolving into a more robust offering.”