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TiVo makes license deal with AT&T for DVR ads

updated 08:00 pm EST, Mon February 13, 2012

DVR company to acces U-Verse viewing data

TiVo has announced that it has established a licensing agreement with AT&T's advertising division, AdWorks. The deal will enable TiVo to access data detailing household viewing habits of AT&T's U-Verse television subscribers.

The DVR company suggests the aggregate data will be used to "improve elements" of the company's advertising endeavors. TiVo senior vice president Tara Maitra suggests the licensing deal will "help project a better sampling of US television viewing habits."

The companies recently settled a patent dispute that lasted several years, after TiVo accused AT&T of using patented DVR technology without establishing a licensing agreement. The case was eventually settled after AT&T agreed to pay a total of $215 million.

TiVo notes that the data will be collected anonymously and both companies will maintain their commitment to "protecting and maintaining customer privacy."




by MacNN Staff

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