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Google and TiVo partner to analyze viewer data, sell ads, get filthy rich

Nilay Patel
We're actually sort of surprised that this hasn't happened earlier, but TiVo and Google announced a data-sharing partnership today that'll give the Google TV team access to TiVo's second-by-second viewing data -- anonymized, of course. That means advertisers who buy their TV ads through Google will only have to pay for the ads that customers actually watch -- a system the networks obviously aren't so keen on, but which makes total sense given Google's pay-per-impression online advertising model. Google's already processing a billion remote clicks a day as part of a similar deal it's had with Dish Network since April, so the new TiVo data should just help Mountain View inch its claws even deeper into our everyday lives. Happy future.