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TiVo, Nielsen Media Research join hands
MUMBAI: Television recording technology company TiVo has signed a deal with TV ratings agency Nielsen Media Research which will develop a service that tracks digital video recorder users’ habits.
TiVo says Nielsen will pay a licensing fee to it, although no finacial agreements have been made public. The two companies will provide information on DVR use and viewing patterns to clients in the television and advertising industry using a sample of TiVo’s more than one million subscribers, say reports.
TiVo technology enables digital video recorders which are set-top boxes with built-in hard disk drives that allow users to save more than 40 hours of TV programming for later use. TiVo also enables users to pause live TV and immediately replay a selected scene.
TiVo president Marty Yudkovitz says its system, which can track second-by-second activity of TV viewers, can give industry clients more detail about the shows and advertisements that are watched and at what point viewers turn away from a show or ad.
The DVR data will also be able to measure the activity of users who record a show at the same time they are watching another.
The deal is likely to benefit Nielsen, the major player in TV viewing data services to counter recent criticism about its method of measuring ratings, which has shown a significant decline in young male viewers, a segmetn coveted by marketers.
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WPP and Adobe deepen AI partnership for marketing
Expanded tie-up integrates Firefly into WPP Open for agentic workflows across creative and media.
MUMBAI: WPP and Adobe just teamed up to give marketing a brain transplant because when AI agents start calling the creative shots, even the toughest briefs might finally get solved. WPP and Adobe announced on 24 February 2026 a deepened global partnership aimed at untangling the chaos of modern marketing through a tightly integrated suite of AI tools. The collaboration fuses Adobe’s generative AI models, content platforms, and data orchestration capabilities with WPP’s strategic, creative, and media expertise, creating what the companies call a unified end-to-end marketing solution.
At the core is WPP Open, the agency group’s agentic marketing platform which will now embed Adobe Firefly Foundry. This allows brands to train generative AI models on their own cleared intellectual property, ensuring brand-safe content from the outset. Adobe agents will handle content creation and adaptation, while WPP agents optimise media spend and activate campaigns across channels.
The move addresses a mounting industry pain point: brands must churn out more content, across more platforms, for narrower audiences, all while keeping consistency intact. Fragmented tools and siloed workflows often slow production and dilute impact. The partnership promises to automate complex, multistep tasks planning, creation, production, and activation into a single AI-enabled flow, freeing human teams for higher-level creativity.
WPP chief technology officer Stephan Pretorius said, “For years, we’ve watched brilliant creative ideas get stuck in production queues… With Adobe, we’re shattering the barriers between ideation and impact, building agentic content systems that handle the complexity so human creativity can soar.”
Adobe president of customer experience orchestration business Anil Chakravarthy added, “Marketing and creative teams today understand the high bar consumers have set for personalisation… Bringing together capabilities across Adobe and WPP provides a seamless way for brands to address this challenge, activating AI agents to drive customer experience orchestration and unlock personalisation at scale.”
Both companies emphasised the continued centrality of human talent. They plan to train and deploy creative AI forward-deployed engineers in the coming years to help clients maximise AI-driven workflows and prepare marketers to collaborate with agentic systems.
For an industry drowning in content demands and tool sprawl, this alliance could be the life raft turning fragmented chaos into coordinated firepower, one AI agent at a time. Whether it truly unshackles creativity or just adds another layer of tech remains the real test, but the pitch is clear: let machines sweat the complexity, so humans can shine at what they do best.
