TiVo Research (NASDAQ:TIVO) and Cadent (formerly BlackArrow) have teamed up on a new audience indexing solution for advertisers. The offering is intended to enable marketers to go beyond age and gender to reach specific audiences, in an anonymous, privacy-protected manner. Modi Media is the first client to use the joint offering.
The new TV solution is powered by TiVo Research's 2.3 million household sample, comprising second-by-second set-top box data from TiVo and six other TV providers. Cadent's audience indexing solution applies strategic shifts in a client's media plan to incorporate a ranking of networks, programs and dayparts to reach a brand's true target audience. The aggregated and anonymized TV data, married with first- and third-party data sources, is intended to allow marketers build campaigns to reach high indexing audiences and strategic targets. The resulting plans are then delivered across Cadent's national footprint of 80 million households and 70+ cable networks in the United States.