Google Pacts With Tivo for TV Ad Data

Company hopes to ramp up its online auction service.

In its bid to make TV advertising more accountable — and to sell more of it through its online auction service — Google has teamed up with TiVo, the companies are set to announce Tuesday.

TiVo will provide Google TV Ads with second-by-second viewing patterns of time-shifted programs in order to "enhance the measurement and accountability of ad impressions," they said.

Google TV Ads is a two-year-old initiative from the Internet search giant for auctioning off television ad inventory on a CPM basis, charging advertisers only for the ad impressions viewed.

Read more from the Hollywood Reporter.