One final look back at last week’s CES conference: Agencies can now target TiVo subscribers with video ads thanks to the company’s just-released Audience Management Platform (AMP). Designed to meet all parts of the campaign creation and reporting workflow, AMP lets media planners create video campaigns, target viewers, and track audience views. The solution works with multiple data sources, including first-, second-, and third-party data.
AMP integrates with traffic and billing systems, and delivers numbers in advertiser-friendly gross ratings points (GRPs). Built-in revenue management tools show the impact of pricing and sell-out, and integrate with traffic and billing systems.
“With today’s rapidly changing media landscape, TiVo’s Audience Management Platform helps deliver data-driven TV insights bringing more value for advertising clients through more precise audience targeting and more effective ad inventory allocation,” said Joan Fitzgerald, TiVo’s vice president of product management and business development in a written statement. “The platform’s end-to-end inventory management and media planning system with advanced predictions finds audiences for future campaigns while the state-of-the-art optimization provides optimal inventory allocation to maximize revenue and impact for the advertiser.”
At CES, TiVo executives gave private demonstrations of AMP from the company’s suite at Caesar’s Palace.
Also at CES, TiVo announced HBO signed a long-term intellectual property agreement to license over-the-top (OTT) assets owned by TiVo. TiVo declined to answer what those assets are or how they’ll be used, only saying the license agreement proves that its patents can help companies adapt to new and changing realities in today’s fragmented media space. Its IP portfolio is the result of decades of investment in research and development, it adds.
Rovi acquired TiVo for $1.1 billion in September 2016, and immediately took on the TiVo name. At the time, TiVo CEO Tom Carson said he planned to create products that let users access standard pay TV channels, streaming services, and new offerings.