Following its acquisition of Kantar Media's U.S. TV measurement business last year, Rentrak said it will integrate some of Kantar's data and analysis with TV viewing information from Rentrak.
Rentrak is using information about purchase information from Kantar Shopcom on retail purchases to all marketers to better understand the effect TV and digital advertising have on sales. Kantar Shopcom will also integrate Rentrak TV data into its planning, targeting and measurement product.
"Rentrak is excited to evolve the use of this integration as it will help move the marketplace to targeting with consumer data that can be used to measure the results of an advertisers media buy," Chris Wilson, president of national television at Rentrak, said in a statement.
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