Under the terms of the agreement, Google will license and integrate TiVo TV viewing data into its measurement of audiences for advertisements sold through the Google TV Ads platform. With this data, Google TV Ads will be able to draw on anonymous, second-by-second digital video recorder viewing data from TiVo's subscribers to help measure ad impressions, both in live and time-shifted viewing.

"Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers," Mike Steib, Google’s director-emerging platforms, said in a statement.