TiVo and Viacom have formed a partnership with the goal of using TiVo’s measurement tools and Viacom’s “Vantage” proprietary data and ad solution to create more targeted campaigns for advertisers, Cablefax reports.

“It’s the first alliance between TiVo Research and Analytics and a major media company,” the story reports. Viacom Senior VP and GM Frank Foster explains that Viacom’s multiplatform solutions are accepted as “one of the better platforms for advertising.”

Foster adds: “Viacom is leading the charge … and they were ready to link up our data.”

Foster noted that Viacom’s data management solution covers online, mobile and television platforms, allowing for a single metric that takes all three into account.

“The goal is to target a specific set of television viewers who are most relevant to a particular advertiser,” Cablefax notes. “The segments go beyond sex and gender, Foster said. For example, using TiVo’s panel of 2.3 million households, an automaker can target an age group, income level and family size — and then find out what TV shows that group is watching. Then the advertiser can run ads specifically during those programs.”