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TiVo To Partner On TV Ad Search

TiVo said Monday that it will partner with big-name ad agencies and media buyers to create a TV advertising search service in yet another effort to reach consumers who use its digital video recorders to skip television ads.
TiVo said Monday that it will partner with big-name ad agencies and media buyers to create a TV advertising search service in yet another effort to reach consumers who use its digital video recorders (DVRs) to skip television ads.

By spring of next year, TiVo subscribers will be able to set up a profile of products and services by selecting categories or entering search-style keywords; TiVo will then download or record commercials that match those categories and keywords to users' recorders, just as it now records programming it believes matches customers' viewing preferences. The commercials will be available from the TiVo menu.

Advertisers will be able to choose the categories and keywords that they want associated with their ads, perhaps using the same kind of bid process made famous on the Internet by the likes of Google.

"TiVo intends to capture the best of the Internet advertising model and create a unique advertising product for the television medium that will provide measurable results," said Davina Kent, vice president of TiVo national advertising sales, in a statement.

On Monday, TiVo said that media buyers Interpublic Media, OMD, and Starcom Mediavest Group; ad agency Richards Group; and Comcast Cable's advertising sales division would work with TiVo to create the service's categories and help set a pricing model.

The move is only the most recent by the Alviso, Calif.-based company. Last week, the company filed a patent for a DVR that recognizes viewer preferences through an RFID chip embedded in clothing, jewelry or "inserted somewhere [in] the user's body."

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