By Telecom
Lead Team: TiVo, a provider of television services and advertising solutions
for digital video recorders (DVRs), has entered into a licensing agreement with
AT&T AdWorks LLC, a digital media company within AT&T.
The agreement
will enable TiVo to improve elements of their research and advertising
inventory offerings by incorporating anonymous and aggregate AT&T U-Verse
and TiVo households viewing data.
This
arrangement empowers innovation while maintaining AT&T and TiVo’s
commitment to protecting and maintaining customer privacy.
“Television
has evolved into an on-demand, get it when you want it platform and in order to
keep up with viewers, advertisers and brands need better data and better
measuring tools. We believe this deal will bring a host of benefits to all
sides of the media ecosystem; at TiVo, we are looking forward to using this
anonymous viewing data from AT&T AdWorks to help project a better sampling
of U.S. television viewing habits,” Tara Maitra, senior VP and GM of content
and media sales for TiVo.
AT&T
AdWorks markets digital advertising to Fortune 500 companies and connects
advertisers with data and ad opportunities representing aggregate and anonymous
subscriber connections across mobile, online, and television platforms.
Founded in
1997, TiVo offers the TiVo service and TiVo DVRs directly to consumers
online and through third-party retailers. TiVo also distributes its
technology and services through solutions tailored for cable, satellite, and
broadcasting companies.
Last
month,
settled its pending patent litigation with AT&T and that the companies have
entered into a mutual patent licensing arrangement.
AT&T agreed to pay TiVo an initial payment of $51 million,
followed by recurring quarterly guaranteed payments through June 2018, totaling
$164 million, which together yield minimum payments of $215 million.
editor@telecomlead.com
