IPG Mediabrands to Combine TV and Mobile Data in New Partnership
Posted in: Uncategorized
Mediabrands, the media agency group at IPG, has tapped the data giant Experian Marketing Services to build a system combining TV data from Rentrak and mobile web browsing data from ComScore.
Rentrak, already a Mediabrands vendor, touts household-level TV data from millions of set-top boxes. ComScore has abundant mobile data. Both will now provide information into Experian, which will match data so that Mediabrands can work with one panel containing data on TV and mobile web use.
“In the same household where someone is watching ‘Modern Family,’ you also have usage of Morningstar.com or Edmunds.com, which shows a strong tie of people who watch certain TV shows having a particular set of online behavior,” said Evan Goldfarb, senior VP-sales at Rentrak.
Post a Comment