Viacom Makes Data Deal With Rentrak

Ratings, Sales Information Support New Vantage Product
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Rentrak said it has signed an agreement to provide TV ratings and VoD measurement to Viacom.

Rentrak's analytics support the media company's Viacom Vantage data-drive advertising product announced earlier this week.

Viacom has said it hope to increase the volume of its ad sales based on non-Nielsen based metrics from 30% now to 50% over the next two years. Viacom says its young, digital-oriented viewers are under-represented in the ratings now used for buying and selling advertising.

To read the full story, visit broadcastingcable.com.

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