NEW YORK (AdAge.com) -- Things have never been smooth between TiVo and advertising agencies since that company rose to fame by popularizing ad-zapping DVRs. But now TiVo has changed into a home entertainment utility with video content from more than a hundred sources and an ad sales department. But, as VP for Ad Sales and Content Services Tara Maitra explained at the recent Advertising 2.0 conference, the company still gets no respect in ad agency land.