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TRA to license, sell TiVo demographic data

Steven Kim

We have to admit that in the current ad-happy climate we didn't think it would take some six months for an enterprising company to market TiVo's rich data mine. TRA will be licensing and marketing the info coming from TiVo customers, and the combination of viewing, demographic and purchasing data seems like a marketer's dream come true. Add in the growing trend towards targeted content, and you can guess what advertisers have in mind -- making accurate correlations between ad exposure and buying behavior. Sure, it sounds really creepy, but rest assured that the data is anonymous, so marketers will know how someone exactly like you behaves without knowing it's explicitly you. If you're still uneasy, we'd recommend getting off the grid entirely, because this sort of advertisement looks like it's here to stay.

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