The partnership will see TiVo’s enriched programme metadata integrated into Comscore’s cross-platform audience measurement, covering linear television, connected TV (CTV), streaming and free ad-supported streaming television (Fast).

The aim is to provide a single view of audiences across linear and streaming to allow advertising buyers and sellers to examine reach and frequency.

The integration will go live on 27^th October.

Greg Dale, chief operating officer at Comscore, said: “This partnership moves the industry closer to the unified measurement it has been asking for.

“By integrating TiVo’s metadata, we help ensure programmes are identified accurately no matter where they appear, giving buyers and sellers the clarity they need to reduce waste, improve delivery and transact confidently across platforms.”

Fariba Zamaniyan, global vice-president of data monetisation at TiVo, said: “We are thrilled to support Comscore and bring to fruition our shared vision for the future of the interconnected media landscape.”