Comcast and TiVo continue to work together. On Mon, the MSO accepted the initial version of the “TiVo Interactive Advertising Management System” for future deployment on its platforms, according to a TiVo SEC filing. This acceptance occurred by the mutually agreed upon deadline of Mar 31. In addition to having TiVo develop a software solution for its DVR platform, Comcast and TiVo’s initial agreement includes the deployment of the interactive ad system for the provision of local and national advertising.

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CTV Popularity Grows

With the digital wave continuing to rise, the vast majority of U.S. households are utilizing CTV devices. Leichtman Research Group found that 88% of U.S. TV households have at least one internet-connected TV device, and 49% of adults watch video on a connected device daily.

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