Rentrak and Concurrent announced an agreement to provide video-viewing measurement research services across TV and Internet screens.
Under the partnership, Concurrent will collect and correlate data on TV and broadband video services from its customers, validating the integrity and timing of the data at the source level. Concurrent's solutions are deployed by service providers in 265 markets worldwide supporting over 33 million digital households, representing more than 700 million transactions per month.
In turn, Rentrak will ingest that data in real time, and apply measurement, analytics and reporting services across multiple operators for networks and advertisers.
The VOD data collection and analytics portion of the Rentrak/Concurrent solution is available now and currently being used by several major MSOs in the U.S.
Concurrent and Rentrak are working together to extend this solution to support cross-platform data collection and analytics, which is being targeted to operators later this year. Initially the service will not incorporate mobile video viewing metrics but the companies intend to add that to the mix at some point.
According to the companies, the approach will provide census-level and "near-real-time" data for marketers and programmers to analyze viewing patterns.
"Rentrak and Concurrent have collaborated indirectly for a long time, and we are excited to solidify our commercial and technological partnership for the mutual benefit of our customers," Sandra Kilbridge, vice president of operations for Rentrak's Advanced Media and Information division, said in a statement. "This partnership with Concurrent further strengthens Rentrak's position as a key player in multiplatform audience measurement for VOD and linear television."
"This partnership directly aligns with Concurrent's commitment to help our customers better deliver and monetize high-quality video across the three screens through an open, commercial and intelligent model," added Paul Haddad, vice president and general manager of Concurrent's Media Data and Advertising Solutions business.
Separately, Nielsen Media Research publishes a quarterly "Three Screen Report," based on the company's Anywhere Anytime Media Measurement (A2/M2) initiative, which compares viewing across TV, time-shifted TV, Internet and mobile services.