Google has signed a licence agreement with DVR company TiVo that enables the Internet search provider to integrate TiVo set-top box viewing data into its measurement of audiences for inventory sold through the Google TV Ads platform.

The deal adds approximately 3.6 million subscribers to the universe of set-top boxes that Google TV Ads has to draw on to analyze the second-by-second TV viewing behavior of audiences. Google also has a deal with Dish Network and access to more than 13 million set-top boxes via the satellite carrier.

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