Applications
Tivo, Google partner for audience research data
MUMBAI: Tivo, which creates television services and advertising solutions for digital video recorders (DVRs), has entered into an audience research agreement with Google.
Google will license and integrate TiVo television viewing data into its measurement of audiences for ads sold through Google TV Ads(TM) platform.
This deal, the terms of which have not been disclosed, will enable Google TV Ads to draw on anonymous, second-by-second DVR viewing data from TiVo‘s stand-alone subscribers to substantially enhance the measurement and accountability of ad impressions for inventory sold using the Google TV Ads auction-based system. The Tivo sample covers all television signal sources including digital cable, analog cable, satellite, telecom and over-the-air television, in live and timeshifted viewing.
Says Google‘s director of emerging platforms Mike Steib, “Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively. This deal with Tivo will give advertisers access to even more anonymised viewership data, making Google‘s dataset one of the best in the industry. 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.”
Google TV Ads is a flexible, all-digital system for buying more accountable and measurable TV advertising. The system allows advertisers to reach up to 96 million households. With accurate audience measurement and innovative ways to place ad spots, Google TV Ads allows advertisers to do more with less. Since launching in 2007, Google TV Ads has served over 100 billion TV ad impressions.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
