updated 07:55 pm EST, Tue November 24, 2009
User data will be monitored second by second
Google has reportedly teamed with TiVo to gather data on viewing habits of DVR users. The search giant will license the information to be used for analysis backing the company's Google TV Ads platform, although details regarding the terms of the deal remain unknown. The "anonymous, second-by-second DVR viewing data" is claimed to greatly improve the accuracy of estimates detailing ad impressions.
The TiVo collaboration will allow Google to gather data from a variety of sources including cable, satellite, or over-the-air television. Users' information will also indicate viewing habits while watching live or skipping past commercials during DVR playback.
It remains unclear if TiVo plans to adapt its advertising strategy based on Google's analysis. The DVR company recently established a deal with MillerCoors to deliver beer ads while a user fast-forwards through football games, according to an Advertising Age report. [via CNET News]