Rentrak said it has reached an agreement with Turner Broadcasting where the network will use its Advanced Demographic data for the networks’ suite of advanced advertising products.
The announcement comes a day after Rentrak agreed to be acquired by rival measurement company comScore in a deal valued at about $779 million.
The agreement is an expansion to an ongoing relationship between Rentrak and Turner, whose advanced ad products include Turner Targeting NOW and Audience NOW, which are designed to optimize audience delivery to an advertiser’s specific marketing targets instead of age and gender-based guarantees.
“We are motivated to continue our investment in advanced measurement solutions for our advertising partners,” said Turner Ad Sales senior vice president of c,ient and consumer insights Dan Aversano in a statement. “As we power those relationships with data agnostic product offerings, this agreement with Rentrak complements those efforts and is our first non-age and gender guaranteed media campaign.”