"None of this is being used to truly target an individual," explains Google spokesperson Eric Obenzinger. "It's more about delivering more precise reporting back to advertisers so they can inform their future budgeting decisions."
"When we say that this is all anonymous data, we mean that it is exactly anonymous in the strictest definition of the term," says Todd Juenger, vice president & general manager of TiVo Audience Research & Measurement. "We don't gather anything about where it came from."
What TiVo does collect is a log of what commercials you watched and what commercials you skipped. It's like a sophisticated ratings system, taking TiVo's DVR functionality into account.
"We know that some set-top box out there pressed play on a certain system at a certain time then we know they hit fast-forward, hit pause, and hit play," Juenger says. "You do that across a million and a half set-top boxes, and you get a combined picture of what percentages of people were watching a certain commercial at a given time."
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