Viacom Makes Data Deal With Rentrak

Ratings, Sales Information Support New Vantage Product

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.

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