TiVo Ads has partnered with Tunnl to bring TiVo viewership data into Tunnl's audience intelligence platform.
The tie-up targets local and regional television markets, where advertisers and agencies often want clearer evidence of how audiences watch content in different areas.
Under the arrangement, TiVo's television viewing data will be integrated into the Tunnl Platform, giving users access to information on audience behaviour across linear and streaming television. The addition is expected to expand Tunnl's coverage of local and regional programming and improve planning for campaigns running across multiple markets.
Media planners use this type of data to decide where to place advertising and how often viewers are likely to see it. The partnership is intended to help users understand audience composition more accurately, assess reach and frequency across viewing channels, and make market-level spending decisions with greater confidence.
Local variation has become more important for advertisers as television viewing has fragmented across broadcast, pay-TV and streaming services. That has increased demand for datasets that show how audiences behave in specific places rather than relying only on national averages.
TiVo Ads said its dataset is based on opted-in viewership information and framed the partnership as a way to broaden the use of that data in day-to-day media planning. For Tunnl, the agreement adds another source of television intelligence to a platform that combines historical data, current signals and identity matching.
Fariba Zamaniyan, Senior Vice President of Global Data Monetization at TiVo Ads, said the deal reflects changing viewing habits and the need for stronger local insight.
"Marketers need a more complete, reality-based view of how audiences consume television today-especially at the local level, where viewing behaviors can vary dramatically market to market," said Fariba Zamaniyan, Senior Vice President of Global Data Monetization at TiVo Ads.
"By integrating TiVo's deterministic, privacy-first viewership data within Tunnl's Platform, we're deepening the reach and utility of its ability to drive more impactful campaign activations," Zamaniyan said.
Planning focus
The integration is intended to provide a fuller picture of television engagement across networks, formats and geographies. That includes both local and national programming, where agencies often need comparable data to balance broader brand campaigns with more targeted regional activity.
According to the companies, Tunnl serves brands, agencies, advocacy groups and media companies. Adding TiVo's data is intended to strengthen the platform's role in media planning by improving visibility into actual viewing patterns.
The partnership also reflects a broader shift in advertising towards privacy-compliant datasets. Companies handling audience data have faced increasing scrutiny over how they collect, combine and use consumer information, prompting many providers to emphasise consent-based and privacy-led approaches.
Tunnl Chief Executive Officer Sara Fagen said including TiVo's data would help the platform present a more complete record of audience movement across media.
"Adding TiVo's local TV coverage is a major step forward in delivering a true system of record for how audiences move across media," said Sara Fagen, Chief Executive Officer at Tunnl.
"TiVo's scale and granularity-particularly at the local level-gives our clients a clearer, more actionable understanding of real viewing behavior, which ultimately leads to smarter planning and better results," Fagen said.
TiVo Ads said it draws on one of the larger pools of opted-in television viewership data in the market. The partnership places that information within a planning workflow used by advertisers and agencies, extending its use beyond measurement into campaign design and media allocation.
The collaboration was built around privacy-first data sharing, with the aim of supporting advanced audience analysis without compromising consumer trust.