NEW YORK -- TiVo Research today announced it will integrate its data into the Oracle Data Cloud to increase the ability for advertisers to reach and measure particular television audiences on their digital devices. In addition, the deal will help TV networks and programs measure the impact of digital campaigns on viewership, thus better quantifying the ROI from their digital marketing efforts.

The TiVo Research TV data will be available in Oracle Data Cloud’s Audience Data Marketplace, and it will allow marketers to reach digital audiences based on anonymous TV viewership and ad exposure data, as well as supplementing that data with offline purchase history and other relevant online intent and demographic data. The Audience Data Marketplace is a data-as-a-service (DaaS) platform where users can create audiences built from 1500+ sources to reach customers on any device or screen.

“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 Vice President, General Manager Content & Media Sales. “It will also help TV networks and programmers connect the dots between TV and digital audiences to help marketers make better decisions.”

The TiVo Research TV data platform anonymously matches digital and purchase behavior on a household level with second-by-second TV viewership data from 2.3 million households in a privacy protected manner.

“By using TiVo Research data through the Oracle Data Cloud, brands can build custom audiences based on TV viewing habits, as well as demographic, purchase intent, and offline purchase data,” said Oracle Data Cloud Vice President, Pieter De Temmerman. “This holistic approach to audience building through the Audience Data Marketplace can help marketers reach the right people at the right time on the right device for their message.”

Data provided by TiVo to third parties is not personally identifiable. All data provided for third party research use is aggregated at sufficient scale so as to preclude the possibility of re-identification. TiVo users can opt-out of sharing even non-personally identifiable information, by visiting: https://www.tivo.com/legal/privacy.

TiVo Inc. (Nasdaq: TIVO)